The Ad Contrarian PDF Download

Author: Bob Hoffman
Publisher:
ISBN: 9780979688515
Category :
Languages : en
Pages : 65

View

Book Description
The Ad Contrarian, Getting beyond the fleeting trends, false goals, and dreadful jargon of contemporary Advertising, originally published in 2007 is now available in this new expanded and revised edition.

Author: Bob Hoffman
Publisher:
ISBN: 9781508977117
Category :
Languages : en
Pages : 190

View

Book Description
In marketing today, delusional thinking isn't just acceptable -- it's mandatory. In "Marketers Are From Mars, Consumers Are From New Jersey", Bob Hoffman, author of "101 Contrarian Ideas About Advertising" and "The Ad Contrarian" explains how marketers and advertisers have lost touch with consumers and are living in a fantasy land of their own invention -- fed by a cultural echo chamber of books, articles and conferences in which people like them talk to people like them.

Author: David Burn
Publisher: Adpulp.com
ISBN: 0578742772
Category : Business & Economics
Languages : en
Pages : 160

View

Book Description
In this collection of interviews with advertising professionals, the reader travels inside the minds of some of today's top performers in the field. From the hallways of Madison Avenue to the freelancer's home office, these 18 interviews conducted over the span of 11 years, entertain as they inform.

Author: Massimo Moruzzi
Publisher: Massimo Moruzzi
ISBN:
Category : Business & Economics
Languages : en
Pages : 91

View

Book Description
Why don’t people in advertising like their jobs anymore? What is all this nonsense about “branding campaigns”, “interactive advertising” or the suddenly so-important “conversations” between a brand of butter and consumers? Do “branding campaigns” make any sense? If not, why are they so popular? What happened to the Creative Revolution? What has “display” advertising, aka banner ads, on the web become, if not the reign of large-scale, low-quality direct response? What about our current obsession with social media? Do consumers really want to have “conversations” with brands? What is the real value of a Facebook fan? What are social networks if not private enclosures of the web and advertising platforms? Lastly: who was Howard Luck Gossage, and why should we study his work and his words? What did Gossage understand and put in practice in the '60s that could be valuable to us today? Were he around today, What Would Gossage Do?

Author: Sven Brodmerkel
Publisher: Springer
ISBN: 1137496568
Category : Social Science
Languages : en
Pages : 201

View

Book Description
This study argues that the defining feature of contemporary advertising is the interconnectedness between consumer participation and calculative media platforms. It critically investigates how audience participation unfolds in an algorithmic media infrastructure in which brands develop media devices to codify, process and modulate human capacities and actions. With the shift from a broadcast to an interactive media system, advertisers have reinvented themselves as the strategic interface between computational media systems and the lived experience and living bodies of consumers. Where once advertising relied predominantly on symbolic appeals to affect consumers, it now centres on the use of computational devices that codify, monitor, analyse and control their behaviours. Advertisers have worked to stimulate and harness consumer participation for several generations. Consumers undertook the productive work of making brands a part of their cultural identities and practices. With the emergence of a computational mode of advertising consumer participation extends beyond the expressive activity of creating and circulating meaning. It now involves making the lived experience and the living body available to the experimental capacities of media platforms and devices. In this mode of advertising brands become techno-cultural processes that integrate calculative and cultural functions. Brand Machines, Sensory Media and Calculative Culture conceptualises and theorises these significant changes in advertising. It takes consumer participation and its interconnectedness with calculative media platforms as the fundamental aspect of contemporary advertising and critically investigates how advertising, consumer participation and technology are interrelated in creating and facilitating lived experiences that create value for brands.

Author: Jack Trout
Publisher: John Wiley & Sons
ISBN: 0470475544
Category : Business & Economics
Languages : en
Pages : 198

View

Book Description
This is the first book that states the obvious: Marketing is a mess. Marketing guru Jack Trout intends to make a lot of people, who made the mess, very uncomfortable: Advertisers are criticized as people who look for the creative and edgy, not the obvious. They will not be happy. Marketing people are criticized for getting hopelessly entangled in corporate egos and complicated projects. They will not be happy. Research people are criticized for generating more confusion than clarity. They will not be happy. Some big companies are criticized for their ill-fated marketing programs or lack of proper strategy. They will not be happy. Wall Street is criticized for putting too much emphasis on growth that is unnecessary and can be destructive to a brand. They will just ignore this criticism and continue trying to make as much money as they can. But this is a book not written to make people happy but to explain to marketers what their real problem is. Only then will they begin to look for the obvious solutions that will separate their products from their competitors -- in a way that is equally obvious to customers. All this comes with no jargon, no numbers, no complexity, and a great deal of common sense.

Author: Oliver F. Lehmann
Publisher: CRC Press
ISBN: 1351999176
Category : Business & Economics
Languages : en
Pages : 450

View

Book Description
Roughly half of all project managers have to lead customer projects as profit centers on contractor side with two big objectives: making the customer happy and bringing money home. Customer projects are a high-risk business on both sides, customers and contractors, but the dynamics of this business have so far been mostly ignored in literature. The book is intended to fill this gap. The book helps project managers better understand the dynamics of customer projects under contract from business development through handover and find solutions for common problems. A central aspect is international contract laws, an often underestimated factor in projects.

Author: Dave Chaffey
Publisher: Routledge
ISBN: 1136181458
Category : Business & Economics
Languages : en
Pages : 642

View

Book Description
Now in its fourth edition, the hugely successful Emarketing Excellence is fully updated; keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric e-marketing plans. A practical guide to creating and executing e-marketing plans, it combines established approaches to marketing planning with the creative use of new e-models and e-tools. This new edition seamlessly integrates social media technology like Facebook check-in, social networking, tablets and mobile applications into the mix, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes brand new sections on online marketing legislation and QR codes, plus an expanded section on email marketing, the most commonly used e-marketing tool. Offering a highly structured and accessible guide to a critical and far-reaching subject, Emarketing Excellence 4e provides a vital reference point for all students of business or marketing and marketers and e-marketers involved in marketing strategy and implementation and who want a thorough yet practical grounding in e-marketing.

Author: Tom Goodwin
Publisher: Kogan Page Publishers
ISBN: 074948229X
Category : Business & Economics
Languages : en
Pages : 241

View

Book Description
Digital Darwinism takes a closer look at disruptive thinking to inspire those who want to be the best at digital transformation. Change across business is accelerating, but the lifespan of companies is decreasing as leaders face a growing abundance of decisions to make, data to process and technology that threatens even the most established business models. These forces could destroy your company or, with the right strategy in place, help you transform it into a market leader. Digital Darwinism lends a guiding hand through the turbulence, offering practical strategies while sounding a call to action that lights a fire underneath complacency to inspire creative change. Digital Darwinism shines a light on the future by exploring technology, society and lessons from the past so you can understand how to adapt, what to embrace and what to ignore. Tom Goodwin proves that assumptions the business world has previously made about "digital" are wrong: incremental change isn't good enough, adding technology at the edges won't work and digital isn't a thing - it's everything. If you want your organization to succeed in the post-digital age, you need to be enlightened by Digital Darwinism.

Author: APG Ltd
Publisher: Troubador Publishing Ltd
ISBN: 178901185X
Category : Business & Economics
Languages : en
Pages : 352

View

Book Description
In the sink or swim world of planners, strategists and their clients, now more than ever, there is a need for a practical handbook to guide us through all the main parts of the process. And thanks to Les Binet and Sarah Carter at Adam&eveDDB we now have just that.