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Anglický jazyk
Pay No Attention to That Man Behind the Curtain
Autor: Griffi Patrick Griffin with Kevin Flynn
So you've just come up with a new ad
campaign. Love the spots! Too bad no one will ever see
them-even worse-too bad no one cares! Why is it that so much
of that stuff we immediately recognize as "advertising"...
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O knihe
So you've just come up with a new ad
campaign. Love the spots! Too bad no one will ever see
them-even worse-too bad no one cares! Why is it that so much
of that stuff we immediately recognize as "advertising" is
so bad? It's not just bad-well-it sucks. The reason: even
though it's 2010, most ad agencies and the practitioners who
run them are still doing things the same way as Don Draper
and the guys from Sterling Cooper on Mad Men, the hit AMC
series that depicts Madison Avenue in the '60s. The problem
today? Gone are the chain-smoking, bourbon-slugging,
secretary-assaulting "ad men" of the '60s. Newspapers and
radio are dying. Commercial TV is losing its audience to
subscription-based content. Today's consumer of advertising
content is mobile, prepared to DVR through commercials, and
watch content on their terms online, on a hand-held device,
or a Smartphone. In Pay No Attention to that Man behind the
Curtain, Patrick Griffin and Kevin Flynn dissect mass media
advertising at an historic crossroads and explain what no
longer works. Through real-world examples and biting humor,
they show how to market in ways that are both creative and smart.
- Vydavateľstvo: iUniverse
- Rok vydania: 2010
- Formát: Paperback
- Rozmer: 229 x 152 mm
- Jazyk: Anglický jazyk
- ISBN: 9781450219471
