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
46
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] What does Rosenblum suggest big brands do?
选项
答案
Invest money into actually fixing their companies
解析
转载请注明原文地址:http://tihaiku.com/zcyy/3577634.html
相关试题推荐
"Advertisinghasn’tchangedsincethe1960s,"saysRosenblum,thecofounder
"Advertisinghasn’tchangedsincethe1960s,"saysRosenblum,thecofounder
"Advertisinghasn’tchangedsincethe1960s,"saysRosenblum,thecofounder
[originaltext]Overtheyears,newtechnologieshavechangedfarming.Change
[originaltext]Museumshavechanged.Theyarenolongerplacesthatone"sho
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
随机试题
Ifyouwanttoseewhatittakestosetupanentirelynewfinancialcenter(a
SchoolLunchA)Ryanmovedsilentlythroughthelunchlin
[originaltext]W:Iwasworkingonapaperaboutthedifferencesbetweenwomena
Itisacommonplaceamongmoraliststhatyoucannotgethappinessbypursuin
下列关于信息和信息技术的说法,正确的是()。A.顾客在商店扫描付款码支付时,
为了研究随机现象,就需要对客观事物进行观察,观察的过程就称为随机试验。随机试验的
以下哪项不属于电流互感器二次回路开路的现象。()(A)监控系统发出告警信息,相关
公积金个人住房贷款利率相对较低。()
患者男性,因交通事故造成面部外伤而来诊。X线片显示上颌骨骨折,骨折线横过鼻背、眶
以关税特定减免税方式进口的机动车辆,海关监管的年限为()年。A.6 B.
最新回复
(
0
)