Tom Himpe
Thames and Hudson | 2008 | 9780500286876
Advertising is Dead is a survey of a global shift that affected all kinds of business, and is essential reading for advertising, marketing and communications professionals.
In the past an advertiser could reach 80 per cent of the US population with just three television commercials. By the early 2000s it took 150. Advertising suffered 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 became guerrilla, stealth, ambush, buzz, viral, grassroots, wildfire and ambient. This book was the first to harness them into an integrated communications approach.
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