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End of Advertising Why It Had to Die & the Creative Resurrection to Come

Год выпуска: 2017
Автор: Andrew Essex

Synopses & Reviews

Review

Essex former CEO of advertising agency Droga5 makes a convincing argument that most people find advertising annoying ads are quietly disappearing from peoples screens due to ad free TV and Internet ad blockers and advertising needs to be reinvented to better serve companies and customers. Essex ambles through these issues with respect to magazines and radio and offers an instructive history of advertising including early ads for Ivory Soap (It floats!) and Bayers introduction of heroin as a painkiller at the turn of the 20th century. He also explores a clear exception to his thesis which is that ads still dominate TV broadcasts of live sporting events like NFL games. He glosses over direct mail and TV and movie product placements and makes no mention of in theater advertising or online marketing content. His proposal that advertising must be made excellent interesting and originalwith examples such as the American Girl doll line The Lego Movie and New York Citys Citi Bike programseems to be sound advice though he shows no evidence that this type of advertising effectively motivates people to buy products and services. Despite these omissions Essexs extended soliloquy on advertisings past present and future is informative and enjoyable. (June)" Publishers Weekly Copyright PWxyz, LLC. All rights reserved."

Synopsis

One of the most successful admen of recent years throws down the ultimate challenge to his profession: innovate or perish.

The ad apocalypse is upon us. Today millions are downloading ad-blocking software, and still more are paying subscription premiums to avoid ads. This $600 billion industry is now careening toward outright extinction, after having taken for granted a captive audience for too long, leading to lazy, overabundant, and frankly annoying ads. Make no mistake, Madison Avenue: Advertising as we know it is over. In this short, bound-to-be controversial manifesto, Essex offers both a wake-up call and a road map to the future. With trenchant wit and razor-sharp insights, he presents an essential new vision of where the smart businesses could be headed, to the cheers of advertisers and consumers alike.

Synopsis

A recovering Mad Man throws down the ultimate challenge to his profession: Innovate or die.

The ad apocalypse is upon us. Today millions are downloading ad-blocking software, and still more are paying subscription premiums to avoid ads. This $600 billion industry is now careening toward outright extinction, after having taken for granted a captive audience for too long, a choice that has led to lazy, overabundant, and frankly annoying ads. Make no mistake, Madison Avenue: Traditional advertising as we know it is over. In this short, controversial manifesto, Andrew Essex offers both a wake-up call and a road map to the future.
Essex helped run what was generally considered to be the hottest shop in the industry, Droga5. He is therefore uniquely qualified to report on the industry's demise--and what it must do to reinvent itself. He gives a brief and pungent history of the rise and fall of Adland--a story populated by snake-oil salesmen, slicksters, and search-engine optimizers. But his book is no eulogy. Instead, Essex boldly challenges global marketers to innovate their way into a better ad-free future. Rather than clutter our world, ambitious marketing campaigns could provide utility, services, gifts, investment, and even patronage of the arts and blockbuster entertainment. Ads could become so enticing that people would pay--yes, pay--to see them.
With trenchant wit and razor-sharp insights, Essex presents an essential new vision of where the smart businesses could be headed, to the cheers of brands and consumers alike.


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