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
45
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] As suggested, the role of advertising agencies should be shifted from liars to______
选项
答案
consultants
解析
转载请注明原文地址:https://tihaiku.com/zcyy/3577635.html
相关试题推荐
"Advertisinghasn’tchangedsincethe1960s,"saysRosenblum,thecofounder
"Advertisinghasn’tchangedsincethe1960s,"saysRosenblum,thecofounder
"Advertisinghasn’tchangedsincethe1960s,"saysRosenblum,thecofounder
[originaltext]Overtheyears,newtechnologieshavechangedfarming.Change
[originaltext]Overtheyears,newtechnologieshavechangedfarming.Change
[originaltext]Museumshavechanged.Theyarenolongerplacesthatone"sho
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
Thingshavechangedinyourlife.Mostnotably,youarenolongeremployed.
随机试题
Wheredoesthewomanlive?[originaltext]W:Well,Icertainlyhaveenjoyedmyst
It’sanindustrybuiltpurely【C1】______image,buttheactors,actressesa
办刊人应该努力寻找销售利润、广告数量以及( )三者之间的最佳结合点,只有这样,
在工程网络计划的执行过程中,监理工程师检查进度时,只发现某工作的实际进度比其计划
预算的承诺-般由财务部拟定数据,各部门领取并作出书面承诺。()
沿程损失产生于()。A.急变流区域的旋涡 B.均匀流阻力做功 C.管道进
CPU主要由运算单元(ALU)、控制单元(CU)、寄存器和时序电路组成,对指令进
2017年全国举办马拉松赛事达1102场,其中,中国田径协会举办的A类赛事223
不符合慢性粟粒性肺结核病的描述是A.多见于成年人 B.肺原发综合征多已钙化痊愈
投资项目决策分析与评价的基本要求包括贯彻落实科学发展观、资料数据准确可靠和()
最新回复
(
0
)