Advertising Is Dead: Long Live Advertising! - Rilegato

Himpe, Tom

Rilegato

ISBN 10: 0500513147 ISBN 13: 9780500513149

Casa editrice: Thames & Hudson, 2006

Riassunto

The first overview of the revolutionary advertising techniques and media needed to successfully reach today's consumer.

Twenty years ago an advertiser could reach eighty percent of the American population with just three television commercials. Today it takes 150. Advertising is suffering because of the sheer amount of it, the lack of innovation within traditional advertising formats, and the power that media fragmentation and technology give to consumers to tune out the noise.

The new buzzwords are guerrilla, stealth, ambush, buzz, viral, grassroots, wildfire, and ambient. This book is the first to harness them into an integrated communications approach, as Tom Himpe explains and illustrates:
the four driving forces for getting close to the consumer: be personal; go where the competition isn't; make the brand invisible; be unpredictable;
the eight techniquesfrom consumer involvement to harnessing the power of the sensesfor employing these driving forces, illustrated with campaigns from across the world;
the four types of campaign that make use of this new knowledge. 435 color illustrations.

Su questo libro

Product Description:

Book by Himpe Tom

Su questa edizione

• Editore: Thames & Hudson
• Data di pubblicazione: 2006
• ISBN 10: 0500513147
• ISBN 13: 9780500513149
• Rilegatura: Copertina rigida
• Numero di pagine: 224