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Life After the 30-Second Spot By Joseph Jaffe

Life After the 30-Second Spot
by Joseph Jaffe

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Today's marketers know that the world has changed and that they must look for new approaches beyond the traditional media of print, TV and radio, but many are unsure how to implement the techniques and approaches of 'new marketing'. New in the successful Adweek series, Life After the 30-Second Spot is their bible.
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Life After the 30-Second Spot Summary

Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising by Joseph Jaffe

The old media strategies advertisers used for decades no longer work. Here's what does! Traditional advertising, in the form of print, radio, and most notably, television, is far less effective than it used to be. Advertising strategies using only these mediums no longer work. Life After the 30-Second Spot explains how savvy marketers and advertisers are responding with new marketing techniques to get their message out, get noticed, engage their audiences-and increase sales! Covering topics such as viral marketing, gaming, on-demand viewing, long-form content, interactive, and more, the book explains the new avenues marketers and advertisers must use to replace traditional print, TV, and radio advertising-and which strategies are most effective. This book is every marketer's road map to "new marketing."

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Life After the 30-Second Spot Reviews

"...challenges proven thinking in a very digestible form" (Brand Strategy, 5th December 2005) " excellent read, witty and enlightening. A must read, particularly for clients and those in the creative community." (Media Week, 20th September 2005) "...a bold mix of alternatives to traditional advertising and a set of new, revolutionary concepts that advertisers and marketers can follow for years to come." (Customer Relationship Management, 1st September 2005)

About Joseph Jaffe

JOSEPH JAFFE is President and founder of jaffe, LLC (, a new marketing consulting practice. Prior to consulting, he was Director of Interactive Media at TBWAChiatDay and OMD USA. His past and current clients include Kmart, Absolut Vodka, Embassy Suites, Cunard, the AAAA, Reuters, MSN, and Google. He is currently a Senior Fellow at the Center for the Digital Future at the USC Annenberg School. Hailing from South Africa, Joseph lives with his wife and two children in Westport, Connecticut. There is life after thirty. Test your strength, endurance, and flexibility at or join the conversation at

Table of Contents

Foreword. Preface. SECTION I: The Problem. 1. The End of Mass Media. 2. What's Eating the 30-Second Commercial? 3. Mass Murder-Is Advertising Even the Answer? 4. The Vicious Cycle. 5. The End of the Line. 6. A Perfect Storm Is Brewing. SECTION II: The Solution: Re:think Four Fundamentals of Marketing. 7. Re:think the Changing Consumer. 8. Re:think Branding. 9. Re:think Advertising: Make Advertising Relevant Again. 10. Re:think the Agency: Fix the Agency Mess. SECTION III: 10 Approaches That Are Transforming the Marketing and Advertising Games. 11. The Internet. 12. Gaming. 13. On-Demand Viewing. 14. Experiential Marketing. 15. Long-Form Content. 16. Communal Marketing. 17. Consumer-Generated Content. 18. Search. 19. Music, Mobile, and Things That Make You Go Mmmm. 20. Branded Entertainment. Epilogue. Index.

Additional information

Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising by Joseph Jaffe
Joseph Jaffe
Used - Very Good
John Wiley & Sons Inc
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.