Advertising is Dead 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Tom Himpe 作者

Thames & Hudson

译者

2006-10 出版日期

224 页数

USD 60.00 价格

Hardcover

丛书系列

9780500513149 图书编码

Advertising is Dead 在线电子书图书标签: 设计商业广告 Graphics 互联网 web design business

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Advertising is Dead 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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不少Ambient的好广告

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Advertising is Dead 在线电子书著者简介

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Advertising is Dead 在线电子书图书描述

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 techniquesfrom consumer involvement to harnessing the power of the sensesfor 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.

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