It's that simple. Life After Section Three is probably my favorite, covering vehicles such as the internet, gaming, on-demand viewing, and communal marketing yes! One interesting aspect to this section is that Jaffe lets 10 different experts from the advertising and marketing worlds riff on the topics he's raised at the end of each chapter. And finally, there is the way in which Jaffe promoted this book, by giving it away to bloggers.
Doesn't get much more 'non-traditional' than that. But again, this is the future of marketing, embracing your community and finding ways to empower them. You are reading this review now because Jaffe believed enough in the promise of non-traditional marketing, to 'put his money where his mouth is'. It turned out to be a very safe bet. In fact, these entities returned to placing media buys on cable television, without even the slightest hesitation.
A recently conducted study shows: People are trading the cable TV and broadcast for surfing or use of the Internet. The power of search 2. The engine of a public opinion 3. The modification hurts. Not only search engines like Google , but also through other e-commerce websites, they can find absolutely anything. How else would you improve your products without feedback? I would say that some of the ideas in this book might even seem a little dated, or at least come to fulfillment, since it was written.
That being said, there are still a few unique ideas - some that may be a long way off, and some you may just not have thought of for a specific brand - that still make this a worthwhile read. Although keep in mind, this book is very much targeted to big brands, big business - small fish need not apply since their initial concept budgets will obviously be much smaller than the big brands highlighted in this book.
The Bottom Line: Worthwhile, but maybe for just 30 seconds longer? Anything Memorable? May 19, Umar Ghumman rated it liked it. A great read for anyone who wants to come out of the traditional advertising landscape.
Stephanie rated it it was ok Jun 12, Mary Rarick rated it really liked it Jan 30, Tom Eriksen rated it liked it Dec 13, Daniel rated it it was ok Apr 19, Scott Paley rated it liked it Feb 27, Seth Sparks rated it really liked it Jul 08, Ed Schipul rated it liked it May 09, Marco rated it did not like it Nov 30, Mark rated it liked it Dec 07, Tom rated it it was ok Jun 09, Identidigital rated it really liked it Jun 28, Jenny rated it really liked it Sep 03, Ernest rated it liked it Jun 05, Cesar rated it it was amazing Apr 09, Ilya Mrz rated it liked it Aug 28, Our media systems are geared and revolve around the second spot.
Our measurement systems all convert everything to the equivalent of a second bit of film or tape with music, dancing, graphics, words, and pictures arranged and rearranged to fit within that arbitrary concept of time. The advertising world revolves around the second spot. It's the standard thinking mechanism that pervades the industry. Ask an advertising person to consider any other time segment and you see a deer-in-the-headlights panic set in.
Yet here is a young whippersnapper named Joseph Jaffe who doesn't just say the second ad is going to die. He says it already has. That's not good news for lots of people,or their livelihoods. Maybe what we are observing today is the wake for the second commercial, with services to follow. Too Much Clutter The problem is actually worse than the oversimplified predicament of consumers being bombarded with marketing messaging; the real problem is the fact that consumers have lost patience with the implicit mutual agreement between commercials and content.
According to a Knowledge Networks study released in December , 47 percent of viewers switch channels when watching TV, either because a program has ended or to skip commercial.
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