So youave just come up with a new ad campaign. Love the spots! Too bad no one will ever see themaeven worseatoo bad no one cares! Why is it that so much of that stuff we immediately recognize as aadvertisinga is so bad? Itas not just badawellait sucks. The reason: even though itas 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 a60s. The problem today? Gone are the chain-smoking, bourbon-slugging, secretary-assaulting aad mena of the a60s. Newspapers and radio are dying. Commercial TV is losing its audience to subscription-based content. Todayas 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.I cana#39;t believe I paid for the whole thing Advertising sucks because advertisers waste too much money on ineffective ads. ... The industry has generally accepted the findings of ratings collection companies such as Arbitron and Nielsen to be their yardstick to determine ... I dona#39;t know about you, but when I was in school and given a weeklong assignment I didna#39;t usually do it until the night before it was due.
|Title||:||Pay No Attention to that Man Behind the Curtain|
|Author||:||Patrick Griffin with Kevin Flynn|
|Publisher||:||iUniverse - 2010-04-27|