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Provides a comprehensive overview of the revolutionary new techniques, media and ideas in advertising
Overview
Twenty years ago, an advertiser could reach 80 per cent of the US population with just three television commercials. Today it takes 150. Advertising is suffering because of the sheer amount of it, the lack of innovation within traditional advertising formats and the power that media fragmentation and technology give to consumers to tune out the noise.
The new buzzwords are guerrilla, stealth, ambush, buzz, viral, grassroots, wildfire and ambient. This book is the first to harness them into an integrated communications approach.
Advertising is Dead is the only complete survey of a global shift affecting all kinds of business, and is essential reading for all advertising, marketing and communications professionals.
Reviews
'Will captivate anyone who’s ever been suckered by an ad'
Time Out, London
'Explains - and lavishly illustrates - the stealth attacks by our hidden persuaders'
Independent
'Uses arresting images and easily digestible blurbs to explain how marketers insinuate their messages into every corner of modern life'
Business Week
Product Information
Book Details
Format: Paperback with flaps
Size: 28.0 x 23.9 cm
Extent: 224 pp
Illustrations: 435
Publication date: 8 September 2008
ISBN: 9780500286876
Contents List
Foreword • Introduction • 1: Choosing Media – The four drivers of alternative advertising: Proximity • Exclusivity • Invisbility • Unpredictability • 2. Finding Ideas – Eight techniques of alternative advertising: Intrusion • Stunt • Infiltration • Installation • Interaction Sensation • Illusion • Transformation • 3. Getting into Action – Building Campaigns: Elite campaigns • Micro Campaigns • Curtain Campaigns • Mystery Campaigns • Twenty kick-off questions to free your find • List of Campaigns
About the Author
Tom Himpe is a freelance creative media strategist. He is the author of Advertising is Dead. Long Live Advertising! also published by Thames & Hudson.
List of Contributors
Will Collin
