What Happened To Advertising? What Would Gossage Do?
What Happened To Advertising? What Would Gossage Do?
About the Book
This is a book of questions about Advertising, the Web and Social Media. Do “branding campaigns” make any sense? If not, why are they so popular? What happened to the Creative Revolution? What has “Display” advertising, aka Banner Ads, on the Web become, if not the reign of large-scale, low-quality direct response? What about our current 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 and his words? What did Gossage understand and put in practice in the '60s that could be valuable to us today? Were he around today, What Would Gossage Do?
About the Author
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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