What Happened To Advertising? What Would Gossage Do? by Massimo Moruzzi
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Overview: The Inconvenient Truth about Online Advertising and Social Media.
Are brands really created by “branding campaigns”? Is there a single banner ad that was so brilliant or so effective that we all remember it? What has “display advertising” on the web become, if not the reign of large-scale, low-quality direct response?
What about our obsession with social media? Do consumers really want to have “conversations” with brands? What is the real value of a Facebook Fan? What are social networks if not private enclosures of the web and advertising platforms?
Lastly, who was Howard Luck Gossage, and why should we study his work? Why was he more successful with “interactive” and “social” campaigns 50 years ago than anybody has been in our “digital” era? Were he around today, what would Gossage do?
Genre: Non-Fiction > General . Marketing
Praise for: What Happened To Advertising? What Would Gossage Do?
Massimo Moruzzi, who has lived through the trenches of the dot com implosion and now the ever accelerating growth of social media, is extremely well qualified to stick a giant pin in the ever expanding social media hot-air balloon. And by heck, he certainly does that.
– George Parker, Mad Man, Author of: The Ubiquitous Persuaders
Massimo did not disappoint taking apart the bullshit in advertising today. Buy this book and take the time to read all the references to his research. You will not be disappointed.
– Tony Mariani, Account Executive, Corus Entertainment, Canada
A fantastic semi-rant. Very relevant, especially for suits in the industry who need a little push to start thinking about what advertising is, and how (little) it has actually changed. Also, great source list in every chapter. The sources make it a book that keeps on giving.
– Aron Lindegård, Art Director, Geelmuyden Kiese, Norway
Clear-eyed call to arms from an insider looking at everything that’s wrong (and there’s a lot) with what passes for modern advertising. Social media won’t save you. Ad tech won’t save you. Not even all the data in the world will save you. After reading this book you’ll know it’s time for a creative revolution.
– Stefano Boscutti, Independent Writer and Director, Australia
Table of Contents:
Intro
1. Branding
2. Interactive Advertising
3. Dear Miss Afflerbach
4. Social Media Marketing
5. Butter… You Talking to Me??
6. Lies, Damned Lies, and ROI
7. The Real Value of a Facebook Fan
8. Quod Erat Demonstrandum
9. What Would Gossage Do?
10. Make Lemonade
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