广告已死 Advertising Is Dead 下载 网盘 txt 地址 rtf kindle docx pdf

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。

ForeWord

　Has the advertising industry gone mad？

　by WiII Collin

IntrodUCtion

Choosing techniques and media

　The four drivers of alternative advertising

　Proximity

　ExcIusivity

　InvisibiIity

　UnpredictabiIitv

　Measuring the value of a medium

　The amplification effect

Finding Inspiration

　Techniques of alternative advertising

　Intrusion

　Transformation

　InstaIlation

　Illusion

　Infiltration

　Sensation

　Interaction

　Stunt

　PracticaI advice

Building campaigns

　Twenty pointers to start you thinking

　Notes

　Glossary

　Bibliography

　Credits

　List of campaigns

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