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Life After the 30-Second Spot

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Table of Contents

Foreword. Preface. SECTION I: The Problem. 1. The End of Mass Media. 2. What?s Eating the 30-Second Commercial? 3. Mass Murder?Is Advertising Even the Answer? 4. The Vicious Cycle. 5. The End of the Line. 6. A Perfect Storm Is Brewing. SECTION II: The Solution: Re:think Four Fundamentals of Marketing. 7. Re:think the Changing Consumer. 8. Re:think Branding. 9. Re:think Advertising: Make Advertising Relevant Again. 10. Re:think the Agency: Fix the Agency Mess. SECTION III: 10 Approaches That Are Transforming the Marketing and Advertising Games. 11. The Internet. 12. Gaming. 13. On-Demand Viewing. 14. Experiential Marketing. 15. Long-Form Content. 16. Communal Marketing. 17. Consumer-Generated Content. 18. Search. 19. Music, Mobile, and Things That Make You Go Mmmm. 20. Branded Entertainment. Epilogue. Index.

About the Author

JOSEPH JAFFE is President and founder of jaffe, LLC (, a new marketing consulting practice. Prior to consulting, he was Director of Interactive Media at TBWAChiatDay and OMD USA. His past and current clients include Kmart, Absolut Vodka, Embassy Suites, Cunard, the AAAA, Reuters, MSN, and Google. He is currently a Senior Fellow at the Center for the Digital Future at the USC Annenberg School. Hailing from South Africa, Joseph lives with his wife and two children in Westport, Connecticut. There is life after thirty. Test your strength, endurance, and flexibility at or join the conversation at


??challenges proven thinking in a very digestible form? (Brand Strategy, 5th December 2005) "?an excellent read, witty and enlightening. A must read, particularly for clients and those in the creative community." (Media Week, 20th September 2005) "...a bold mix of alternatives to traditional advertising and a set of new, revolutionary concepts that advertisers and marketers can follow for years to come." (Customer Relationship Management, 1st September 2005)

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