Six Pixels of Separation - The Blog
February 20, 2006 2:19 PM

Life After The 30-Second Spot By Joseph Jaffe - Montreal Business Book Club March Selection

The March session of The Montreal Business Club is Life After The 30-Second Spot - Energize Your Brand With A Bold Mix Of Alternatives To Traditional Advertising by Joseph Jaffe. This discussion is taking place on Tuesday, March 28th, 6:30 pm at Twist Image.

Here's how Joseph Jaffe's website describes Life After The 30-Second Spot:

"Traditional advertising - led by its poster child, the 30-second television spot - is dead, dying, or in dire need of a shot in the arm. Take your pick, depending on which point of the spectrum you find yourself. And if none of the choices apply, you may very well be in a state of denial. If so, then you'd better read on.

It's true. The times are changing, and the tried-and-true media strategies that advertisers have used for decades no longer work quite so well. Old-school ad campaigns focused mainly on print, radio, and, in particular, television aren't nearly as effective as they once were. You can blame it on too many TV channels, the Internet, TiVo, empowered and savvy consumers, or anything else that sounds good. But if you're an advertiser, you'd better find alternatives to traditional media - or find an alternative profession.

This is the blueprint for anyone searching for fresh, revolutionary ways to get their message out beyond traditional media. Life After the 30-Second Spot reveals how today's brightest marketers are using new tactics to engage consumers and new avenues to take the place of TV, radio, and print. New Marketing guru Joseph Jaffe looks at what works and what doesn't, and covers hot topics like on-demand viewing, viral marketing, gaming, branded entertainment, and experiential marketing. Proactive and prescriptive, he offers real-world solutions for advertisers struggling to master the new rules of the ad game."

Life After The 30-Second Spot has quickly become one of my favorite business books. I hope you will make the time to join me in, what is sure to be, an exciting and lively discussion.

Just as a reminder, the upcoming February session of The Montreal Business Book Club is taking place on February 28th and we will be discussing A Whole New Mind - Moving From The Information Age To The Conceptual Age by Daniel H. Pink. You can read more about this session here: A Whole New Mind By Daniel H. Pink - Montreal Business Book Club February Selection.

As always, everyone is free to join, but please RSVP by email to me and make sure to read this: The Montreal Business Book Club - A Primer.

I also posted a list of all books covered by The Montreal Business Book Club, which you can view here: The Montreal Business Book Club Book List.

Joseph Jaffe is also coming to speak in Montreal as a keynote for the CMA - Canadian Marketing Association - National Trade Show And Conference.

You can view his Blog here: Joseph Jaffe - Jaffe Juice, and his great podcast here: Joseph Jaffe - Across The Sound.

By Mitch Joel


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