'In March of 2005, the Pepsi-Cola Company announced that they would be reintroducing Pepsi One diet cola with one major twist—no 30-second spots. Instead the campaign would include events (see Chapter 14), online films (see Chapters 11 and 15) and other alternatives to traditional advertising such as trading cards.

Traditional advertising—led by its poster child, the 30-second television spot—is dead, dying, or in dire need of a shot in the arm. Take your pick, depending on which point of the spectrum you find yourself. And if none of the choices apply, you may very well be in a state of denial. If so, then you\'d better read on.

It\'s true. The times are changing, and the tried-and-true media strategies that advertisers have used for decades no longer work quite so well. Old-school ad campaigns focused mainly on print, radio, and, in particular, television aren\'t nearly as effective as they once were. You can blame it on too many TV channels, the Internet, TiVo, empowered and savvy consumers, or anything else that sounds good. But if you\'re an advertiser, you\'d better find alternatives to traditional media—or find an alternative profession.

This is the blueprint for anyone searching for fresh, revolutionary ways to get their message out beyond traditional media. Life After the 30-Second Spot reveals how today\'s brightest marketers are using new tactics to engage consumers and new avenues to take the place of TV, radio, and print. New Marketing guru Joseph Jaffe looks at what works and what doesn\'t, and covers hot topics like on-demand viewing, viral marketing, gaming, branded entertainment, and experiential marketing. Proactive and prescriptive, he offers real-world solutions for advertisers struggling to master the new rules of the ad game.

Jaffe begins by examining what\'s wrong with media today and reveals why the 30-second spot is presumed dead. But media isn\'t the only thing that has changed; consumers have too. Smarter and more suspicious than ever, they tune out advertising and change the channel at the first note of a jingle. Jaffe looks at what some marketers are doing to connect with these new consumers, and reveals what the new marketing reality means for branding, advertising, and the advertising agency itself. Finally, he explores in depth ten new nontraditional approaches that are changing the face of advertising, and provides commentary on each tactic from some of today\'s brightest marketers and advertisers.

The 30-second spot is on its last leg, but advertising isn\'t. Life After the 30-Second Spot challenges marketers and advertisers to reinvent themselves for marketing\'s new reality, and provides unique, practical, and actionable solutions that really work. There is a firm line between surviving and thriving—on which side will you find yourself? '

Thanks to the growth of the fine art of channel-surfing and the science of TV commercial denial, the television ad has become moot. Consultant Jaffe offers 20 entertaining shots (which he frankly describes as "opinion pieces") at the problem, rethinking the consumer (as well as the brand, advertising and the advertising agency) and in the remaining ten slots, ways to transform the marketing and advertising game. Working from his experience at the creative end of advertising, Jaffe writes about the Internet, experiential marketing, communal marketing, music, and other new ways to avoid your advertising drying up and blowing away in the dozens of channels and millions of remote controls in this country. Jaffe also makes good use of experts in the various new marketing methods, but he might consider including references in the next edition.
Annotation ©2006 Book News, Inc., Portland, OR (booknews.com)

Thanks to the growth of the fine art of channel-surfing and the science of TV commercial denial, the television ad has become moot. Consultant Jaffe offers 20 entertaining shots (which he frankly describes as "opinion pieces") at the problem, rethinking the consumer (as well as the brand, advertising and the advertising agency) and in the remaining ten slots, ways to transform the marketing and advertising game. Working from his experience at the creative end of advertising, Jaffe writes about the Internet, experiential marketing, communal marketing, music, and other new ways to avoid your advertising drying up and blowing away in the dozens of channels and millions of remote controls in this country. Jaffe also makes good use of experts in the various new marketing methods, but he might consider including references in the next edition. Annotation ©2006 Book News, Inc., Portland, OR (booknews.com)

Praise for Life After the 30-Second Spot

"Advertising will change more in the next five years than it has in the last fifty. Joseph's book is a postcard from the cutting edge. For anyone out there who thinks that old marketing formulas still apply, this book on new marketing should be required reading."

—Donny Deutsch, Chairman/CEO, Deutsch, Inc.

"The fundamental challenge in advertising is to stay ahead of an environment that is evolving at speeds unimagined by many of us only a few short years ago. Jaffe not only captures the fluid state of our industry today, but describes in detail the cutting-edge media platforms, opportunities, and marketing solutions that are emerging in and from this atmosphere of change. Bravo Joe!"

—David Verklin, CEO, Carat Americas

"About the only thing missing in this book is perforated pages—so they can be ripped from the text and duct-taped to the cabinet over the workspace of every advertising person. This is the book I wish I had written."

—From the Foreword by Don E. Shultz, Kellogg School of Marketing Northwestern University

"The marketing world has become an extremely complex landscape. Jaffe provides a clear blueprint to help marketers navigate their way forward."

—Cammie Dunaway, Chief Marketing Officer, Yahoo!

"Articulating the road ahead for branding in a world no longer dominated by the 30-second spot is not for the faint of heart. It demands the spirited and urbane leadership of a marketing champion like Jaffe, who not only gets it, but gives it, like no other."

—Peter Weedfald, Senior Vice President of Sales and Marketing Samsung Consumer Electronics Division

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."

'JOSEPH JAFFE is President and founder of jaffe, LLC (www.getthejuice.com), a new marketing consulting practice. Prior to consulting, he was Director of Interactive Media at TBWA\\Chiat\\Day 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 www.lifeafter30.com or join the conversation at www.jaffejuice.com. '

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.