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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. (Deuxième de couverture)

Communication --- Emballage --- Lisibilité --- Publicité --- Publicité urbaine --- Advertising --- Advertising. --- Reclame --- 659.1 --- Publicity. Advertising --- Reclame. --- 659.1 Publicity. Advertising

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Waarom zou het 9 maanden moeten duren om een reclamespot van 30 seconden te maken? De output van de reclamebranche is opvallend klein. Het gemiddelde reclamebureau produceert op jaarbasis wellicht niet eens genoeg tekst en foto's om één enkele krant of één televisieprogramma te vullen. En dit in een tijd waarin content slechts even waardevol is als het publiek dat hij bereikt, de aandacht die hij trekt of de band die hij tot stand brengt.#inthemoment introduceert u in de geheimen van real-time content. In real-time analyseren, plannen, creëren en verspreiden zorgt voor meer dynamiek. Je past immers aan en leert bij terwijl je bezig bent.Bron : http://www.lannoocampus.be

Advertising. Public relations --- Consumer behavior --- Reclame --- PXL-Business 2014 --- reclame --- reclamecampagnes --- reclamecommunicatie --- Just-In-Time --- Mediaplanning --- Reclame-praktijk --- Reclamecampagnes --- Reclamestrategieën --- Just in time --- Reclamecampagne --- Reclamestrategie

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Why should it take 9 months to make an advertisement that only lasts for 30 seconds? The output of the advertising sector is remarkably small. Each year, the average advertising bureau doesn't even produce enough text and photos to fill a single newspaper or TV program. And this in an age when advertising is only as valuable as the public it reaches, the attention it attracts and the connections it creates. #inthemoment introduces you to the secrets of real-time content. Analyzing, planning, creating and spreading content in real-time generates a greater dynamic. You adjust better and you learn as you go.

Advertising --- Advertising. --- Reclame. --- Planning.