基本信息出版社：Thames & Hudson
页码：224 页
出版日期：2006年10月
ISBN：0500513147
条形码：9780500513149
装帧：精装
正文语种：英语
外文书名：广告已死

内容简介 The first overview of the revolutionary advertising techniques and media needed to successfully reach today's consumer.

Twenty years ago an advertiser could reach eighty percent of the American population with just three television commercials. Today it takes 150. Advertising is suffering 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 are guerrilla, stealth, ambush, buzz, viral, grassroots, wildfire, and ambient. This book is the first to harness them into an integrated communications approach, as Tom Himpe explains and illustrates:
• the four driving forces for getting close to the consumer: be personal; go where the competition isn't; make the brand invisible; be unpredictable;
• the eight techniques—from consumer involvement to harnessing the power of the senses—for employing these driving forces, illustrated with campaigns from across the world;
• the four types of campaign that make use of this new knowledge. 435 color illustrations.
作者简介 Tom Himpe is a European strategic planner on key brands. Will Collin is founding partner of the award-winning UK agency Naked Communications.