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Z.E.R.O. : zero paid media as the new marketing model /
The world has changed. Everyone keeps reminding marketers and advertisers about the never ending and accelerating forces of technology disruption, consumer changes, and innovation evolution in the marketing world today. Sounds exciting except for the fact that we're doing absolutely nothing abo...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley,
2013.
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Jaffe, Joseph, |d 1970- | |
| 245 | 1 | 0 | |a Z.E.R.O. : |b zero paid media as the new marketing model / |c Joseph Jaffe, Maarten Albarda. |
| 264 | 1 | |a Hoboken, New Jersey : |b Wiley, |c 2013. | |
| 300 | |a 1 online resource | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
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| 500 | |a Includes index. | ||
| 588 | 0 | |a Print version record and CIP data provided by publisher. | |
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a Z.E.R.O.: Zero Paid Media as the New Marketing Model; Copyright; Contents; Foreword; Preface The Obesity Epidemic; A Note from the Authors; Section I: The Problem; Chapter 1: Madison Avenue: We Have a Problem; The World Has Changed. The Consumer Has Changed. Marketing Has Not.; Chapter 2: A Perfect Storm Is Coming; The End Is Near; Cultural Armageddon; The Game of Numbers; Off Strategy, Off Funnel; If Awareness Is Universal Currency, It's Devaluing Quickly; Paid Media's Last Stand; Chapter 3: The Economic Case; How Budgets Are Set; How Marketers Are Incentivized; The System Is Rigged. | |
| 505 | 8 | |a How Agencies and Other Partners (Suppliers) Are Paid and IncentivizedChapter 4: The Business Case; Credit Where Credit Is Due; Chapter 5: The Media Case; Data Point 1: More TVs and More Channels, But Not More Viewing; Data Point 2: Cutting the Cord-New Ways to Watch "TV"; Data Point 3: I Am Watching ... and Texting ... and Tweeting ... and . . .; Chapter 6: The Consumer Case; Consumers Have Moved On; Word-of-Mouth Is a Red Herring; So Where's the Rub?; Paid Media Is a Temporary Cultural Phenomenon; Consumers Love Ads-No They Don't; Chapter 7: The Creative Case; What If ... | |
| 505 | 8 | |a The Apple That Broke the Camel's BackFiring Blanks; Section II: The Z.E.R.O. Vision; Chapter 8: Is It Time to Blow Up the Entire Model?; Help Me Help You; Something's Got to Give; Are You on the Bus?; What's Your Heresy?; What's Your Legacy?; Chapter 9: Introducing Z.E.R.O.; Charity Begins at Home; Paid Media Is Reserved for PEONs; Media, a So-Called Term . . .; Setting the Attention Table; Putting It All Together; Primary Hypothesis and Z.E.R.O. Manifesto; Awaken, Zealots, Awaken; Loyalty and Advocacy Are Not One and the Same; The Real Enemy Is Apathy; Formalizing Advocacy. | |
| 505 | 8 | |a Pivot, Entrepreneur, Pivot!Survival Demands Innovation and Creativity; Brands and Startups Are Joined at the Hip; Agile Brands; Hug It Out, Customer, Hug It Out (Retention Expanded); Taking One Step Backward to Avoid Two Steps Backward; What's the Point in Fishing When Your Net Is Full of Holes?; Convene, Landlords, Convene (Owned Assets Expanded); Revenge of the Brick; The Coca-Cola Media Company; Think Z.E.R.O. Is a Pipe Dream?; Twitter Is the New YouTube; Oreo-Speedwagon; So You Want More Proof?; Dove's Campaign for Real Beauty; Hello, Ladies; Am I Too Small for Z.E.R.O.? | |
| 505 | 8 | |a Z.E.R.O. Is a Philosophical Mind ShiftSection III: The Z.E.R.O. Action Plan; Chapter 10: Culture and Talent; Learning by Doing; Trusting Your Brand to a 20-Something Intern Is a Recipe for Disaster; Chapter 11: Tenure; Continuity Bonus; A Royalty Bonus for Innovation; An Imitation (Stealing) Bonus; Build an Electronic Repository of Plans, Learnings, Creative Work, and Results; Chapter 12: Compensation; Consumers; Employees; Partners; Rule 1: Agencies Are Businesses and Should Be Allowed to Make a Profit. | |
| 520 | |a The world has changed. Everyone keeps reminding marketers and advertisers about the never ending and accelerating forces of technology disruption, consumer changes, and innovation evolution in the marketing world today. Sounds exciting except for the fact that we're doing absolutely nothing about it. Zero. Simply put, under current operating conditions, the advertising industry will not be able to sustain itself and without taking action, is likely to result in severe to catastrophic outcomes--from financial underperformance to job loss to even a collapse of the current media ecosystem. The solution? The Marketing Model can be fixed by slashing your ad budget, and investing in the Z.E.R.O. framework: Zealots, Entrepreneurship, Retention, Owned Assets.-- |c Publisher description. | ||
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Advertising. | |
| 650 | 0 | |a Marketing |x Technological innovations. | |
| 650 | 0 | |a Internet marketing. | |
| 650 | 0 | |a Digital media. | |
| 650 | 6 | |a Marketing |x Innovations. | |
| 650 | 6 | |a Marketing sur Internet. | |
| 650 | 6 | |a Médias numériques. | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Marketing |x General. |2 bisacsh | |
| 650 | 7 | |a Advertising |2 fast | |
| 650 | 7 | |a Digital media |2 fast | |
| 650 | 7 | |a Internet marketing |2 fast | |
| 650 | 7 | |a Marketing |x Technological innovations |2 fast | |
| 758 | |i has work: |a Z.E.R.O (Text) |1 https://id.oclc.org/worldcat/entity/E39PCFQ9jP4PHg3rDKhvwmMrjd |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Jaffe, Joseph, 1970- |t Z.E.R.O. |d Hoboken, New Jersey : Wiley, 2013 |z 9781118801154 |w (DLC) 2013027394 |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=1471798 |z Texto completo |
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