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Pontification At Its Most Verbose
on April 18, 2007
The 30 second spot is dead. The 30 second spot is dead! THE 30 SECOND SPOT IS DEAD! Alright, I get it already. At least I did after the first 60 pages or so. Unfortunately this book does not end at 60 pages. Never have so many words been used to say so little.
The first third of this book (plus one chapter online) (parenthesis meant as a tribute to Jaffe) tells you why the 30 second spot is dead. To illustrate the demise of the 30 second spot, Jaffe uses a dead horse and beats it repeatedly.
Perhaps Jaffe is quite funny and clever at a party, but his schtick gets a little old when trudging through 276 pages of his quips (plus one chapter online). Jaffe fashions himself as a modern day Don Rickles, passing out insults to everything and everybody who uses a 30 second spot. Unfortunately, this increases the page count of the book by about 90 pages.
The final two-thirds of the book is a survey of everything you can use instead of the 30 second spot. Jaffe says you have 10 options and he has designed 10 little logos for each of them (which you can see on his website) (again parenthesis meant as a salute to Jaffe). This is not any ground breaking information. If you have been paying attention and made occasional contact with society, you will have realized that you can use the internet as a marketing tool.
Mostly, Jaffe's observations are re-hashes of stuff you can find in a trade journal or two. And because this is an ADWEEK Book, I suspect most of this stuff was available in an ADWEEK article. The important thing about this survey portion of the book is that it gives you very little insight on how to use these tools more effectively. It's just Jaffe telling you that you are ignorant if you are not using his 10 alternatives to the 30 second spot.
Save yourself $20 and get a subscription to Adweek instead.