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
2023-08-27
22
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] Consumers can now exert great influence on a brand because the Internet______.
选项
答案
gives them a voice
解析
转载请注明原文地址:https://tihaiku.com/zcyy/2961369.html
相关试题推荐
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
"Advertisinghasn’tchangedsincethe1960s,"saysRosenblum,thecofounder
"Advertisinghasn’tchangedsincethe1960s,"saysRosenblum,thecofounder
随机试题
[originaltext]Theworld’ssmartestadolescentsinmathematicsandsciencea
Weshouldcatcheverychancethatpresentsitself.Theunderlinedpartmeans__
我国历代有规模宏大的宫殿,我们今天能看到的,保存完好的宫殿建筑群有( )。A.
商业银行董事会下设审计委员会,审计委员会负责人原则上应由()担任。A.部委
关于正常分娩涉及的相关概念界定错误的是A.缩复作用:宫缩时子宫体部肌纤维缩短变窄
(2020年真题)亦凡的妈妈要求梁老师把弱视的亦凡调到教室前排,梁老师答应了。可
下述哪项不是慢性肾功能不全继发甲状旁腺功能亢进的原因A.1,25(OH)2D3
在人身意外伤害保险中,下列做法正确的是()。A.被宣告死亡的人在其生还后将
房地产开发项目质量目标的管理内容有()。A.规划与勘察设计质量 B.现场监理人
现浇混凝土护壁除()外,适用于各类土的开挖防护。A.粗砂及砂性土 B.细砂及
最新回复
(
0
)