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."

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