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Life After the 30-Second Spot


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Table of Contents

Foreword xi Preface xvii SECTION I The Problem 1. The End of Mass Media 5 2. What's Eating the 30-Second Commercial? 12 3. Mass Murder-Is Advertising Even the Answer? 20 4. The Vicious Cycle 23 5. The End of the Line 29 6. A Perfect Storm Is Brewing 35 SECTION II The Solution: Re:think Four Fundamentals of Marketing 7. Re:think the Changing Consumer 47 8. Re:think Branding 67 9. Re:think Advertising: Make Advertising Relevant Again 78 10. Re:think the Agency: Fix the Agency Mess 104 SECTION III 10 Approaches That Are Transforming the Marketing and Advertising Games 11. The Internet 109 12. Gaming 133 13. On-Demand Viewing 147 14. Experiential Marketing 175 15. Long-Form Content 187 16. Communal Marketing 199 17. Consumer-Generated Content 220 18. Search 231 19. Music, Mobile, and Things That Make You Go Mmmm 243 20. Branded Entertainment 255 Epilogue 271 Index 277

About the Author

JOSEPH JAFFE is President and founder of jaffe, LLC (, a new marketing consulting practice. Prior to consulting, he was Director of Interactive Media at TBWAChiatDay and OMD USA. His past and current clients include Kmart, Absolut Vodka, Embassy Suites, Cunard, the AAAA, Reuters, MSN, and Google. He is currently a Senior Fellow at the Center for the Digital Future at the USC Annenberg School. Hailing from South Africa, Joseph lives with his wife and two children in Westport, Connecticut. There is life after thirty. Test your strength, endurance, and flexibility at or join the conversation at


??challenges proven thinking in a very digestible form? (Brand Strategy, 5th December 2005) "?an excellent read, witty and enlightening. A must read, particularly for clients and those in the creative community." (Media Week, 20th September 2005) "...a bold mix of alternatives to traditional advertising and a set of new, revolutionary concepts that advertisers and marketers can follow for years to come." (Customer Relationship Management, 1st September 2005)

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