首页
登录
职称英语
"Advertising hasn’t changed since the 1960s," says Rosenblum, the cofounder
"Advertising hasn’t changed since the 1960s," says Rosenblum, the cofounder
游客
2024-04-30
37
管理
问题
"Advertising hasn’t changed since the 1960s," says Rosenblum, the cofounder of a 50-person agency called Questus that specializes in digital media and just won an Agency of the Year award from iMedia, a publication that tracks the online marketing industry. " But we’re on the verge of a
revolution. People are starting to realize that there are more effective ways to build a brand than through advertising. "
Rosenblum is so passionate about this that he’s even made a documentary film, The Naked Brand. In his film, he argues that companies for decades have behaved badly and then used advertising to cover up their behavior. The Internet, by giving consumers a voice, has rendered that strategy useless because consumers can now sink a brand with a host of online complaints. His advice to big brands; instead of pumping millions of dollars into advertising, why not invest that money into actually fixing your company? Don’t just say you’re great—actually try to be great. Once you’ve done that, you can use social media to spread the word.
In this brave new world, the role of advertising agencies would change as well. Instead of being a pack of well-paid liars, ad agencies would act more like consultants, helping companies figure out how to fix their businesses and improve their brand reputation based on actual accomplishments.
The problem is that most big agencies either can’t or won’t adapt to this way of thinking. They’re still manufacturing 30-second spots and posting banner ads on Web sites, even though it’s become clear that we’ve all become very good at tuning out those advertisements. The big ad agencies stick with their 50-year-old business model because they don’t know what else to do. As a result, Rosenblum says, the entire advertising industry, which is worth $ 150 billion in the U. S. , $ 300 billion worldwide, is about to get into big trouble.
Rosenblum has always considered himself something of an outsider in the ad business. He cofounded Questus 12 years ago with Jordan Berg, a friend from University of Vermont. Neither one of them had any experience in advertising. Rosenblum was working in market research. Berg was an artist. " I think the fact that we didn’t have a background in advertising has been a huge advantage," Rosenblum says. [br] Rosenblum believes advertising industry is about to change because more strategies can be used to______.
选项
答案
build a brand
解析
转载请注明原文地址:https://www.tihaiku.com/zcyy/3577632.html
相关试题推荐
"Advertisinghasn’tchangedsincethe1960s,"saysRosenblum,thecofounder
"Advertisinghasn’tchangedsincethe1960s,"saysRosenblum,thecofounder
"Advertisinghasn’tchangedsincethe1960s,"saysRosenblum,thecofounder
"Advertisinghasn’tchangedsincethe1960s,"saysRosenblum,thecofounder
[originaltext]Museumshavechanged.Theyarenolongerplacesthatone"sho
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
随机试题
Nogreatscientisteverwantshispupilstobemeregramophonerecordsfaithfull
______manmustfearwhentravelinginspaceisradiationfromthesun.A、WhichB、
Thehumanbrainhastwosides,andeachsidehasdifferentworktodo.T
A
某工程现场φ25mmHRB400钢筋的焊接采用闪光对焊方式,检测结果见右表。请你
Thechangeinthatvillagewasmiraculou
关于单纯疱疹病毒,正确的是A.血液传播B.自然宿主是人C.可导致先天性感染D.引
投资者将期货作为资产配置的组成部分,借助期货能够()。A.为其他资产进行风险对
《药品经营管理规范》对零售企业陈列的要求有A.药品与非药品分区陈列,并有明显隔离
常见的心理咨询的手段不包括A.宣泄 B.领悟 C.挖掘幼年体验 D.增强自
最新回复
(
0
)