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
5
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://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
根据印刷过程是否需要使用印版,印刷机可分为()。A.CTP印刷机和平版印刷
图示结构中,哪一种柱顶水平侧移最小?()A. B. C. D.
女性,48岁,慢性咳嗽、咳痰20年,因受凉1周来咳嗽加剧,痰变黄,无臭味,量约3
人工挖孔桩施工时相邻两桩孔间净距离不得小于3倍粧径,当桩孔间距小于3倍桩径间
下面四个选项中,与其它三个不同的是:
诊断肺结核的方法中最可靠的是()。A.胃液分析 B.胸部X线片 C.结核菌素
分析5~6岁儿童想象的特点。
()是指工业行业在报告期内以货币表现的工业生产活动的最终成果,是衡量国民经济的重
银行承兑汇票的承兑银行,应当按照票面金额向出票人收取()的手续费。A:千分之一
根据《实施工程建设强制性标准监督规定》,属于强制性标准监督检查内容的有( )。
最新回复
(
0
)