Life After the 30-Second Spot:Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising

Traditional advertising -- particularly the long-dominant 30-second television commercial – is in a death spiral. Consider that in June 2005, two of the largest advertising spenders, Procter & Gamble and General Motors, both announced that they were slashing television spending. Or that in March 2005, the Pepsi-Cola Company announced that it would reintroduce Pepsi One diet cola without buying any 30-second spots. Instead, the campaign would include events, on-line films, and other new approaches to marketing.

As these and many other companies have discovered, 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 that focused mainly on print, radio, and television are not nearly as effective as they once were.

You can blame it on too many TV channels, the Internet, TiVo, empowered or savvy consumers, or any other reason. But if your company relies on advertising to sell products or services, you’d better find alternatives to traditional media – and fast.

In Life After the 30-Second Spot, marketing guru Joseph Jaffe explains what works and what doesn’t, and offers solutions for advertisers struggling to master the new rules of the ad game. Jaffe is president of jaffe LLC, a new marketing consulting practice, and was formerly Director of Interactive Media at TBWA\Chiat\Day and OMD USA. His past and present clients include Absolut Vodka, Cunard, Embassy Suites, ESPN, Google, Kmart, MSN, and Samsonite. For extended and ongoing new marketing commentary, you can also join the conversation on his daily blog, “Jaffe Juice” located at www.jaffejuice.com

In this summary, you’ll learn how to connect with today’s consumers by mastering several new approaches, including on-demand viewing, viral marketing, gaming, branded entertainment, and experiential marketing.