Pay No Attention to that Man Behind the Curtain

Pay No Attention to that Man Behind the Curtain

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So youa€™ve just come up with a new ad campaign. Love the spots! Too bad no one will ever see thema€”even worsea€”too bad no one cares! Why is it that so much of that stuff we immediately recognize as a€œadvertisinga€ is so bad? Ita€™s not just bada€”wella€”it sucks. The reason: even though ita€™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 a€˜60s. The problem today? Gone are the chain-smoking, bourbon-slugging, secretary-assaulting a€œad mena€ of the a€˜60s. Newspapers and radio are dying. Commercial TV is losing its audience to subscription-based content. Todaya€™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.Since then, one of the new weeklies, the Claremont Villager, has folded and sooner or later someone else is going to have to get out of Dodge. ... I can read you like a book The market for eReader devices will expand far beyond the Kindle and fragment across many devices. ... Christmas, forcing the hands of those who wanted to give one as a gift or were too impatient to take advantage of the savings.

Title:Pay No Attention to that Man Behind the Curtain
Author:Patrick Griffin with Kevin Flynn
Publisher:iUniverse - 2010-04-27


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