Life After the 30-Second Spot: Energize Your Brand with a Bold Mix of Alternatives to Traditional Advertising (Hardcover)

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.