Z.E.R.O zero paid media as the new marketing model
The world has changed. Everyone keeps reminding marketers and advertisers about the never ending and accelerating forces of technology disruption, consumer changes, and innovation evolution in the marketing world today. Sounds exciting except for the fact that we're doing absolutely nothing abo...
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| Otros Autores: | |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley and Sons
2014.
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628094306719 |
Tabla de Contenidos:
- Z.E.R.O.: Zero Paid Media as the New Marketing Model; Copyright; Contents; Foreword; Preface The Obesity Epidemic; A Note from the Authors; Section I: The Problem; Chapter 1: Madison Avenue: We Have a Problem; The World Has Changed. The Consumer Has Changed. Marketing Has Not.; Chapter 2: A Perfect Storm Is Coming; The End Is Near; Cultural Armageddon; The Game of Numbers; Off Strategy, Off Funnel; If Awareness Is Universal Currency, It's Devaluing Quickly; Paid Media's Last Stand; Chapter 3: The Economic Case; How Budgets Are Set; How Marketers Are Incentivized; The System Is Rigged
- How Agencies and Other Partners (Suppliers) Are Paid and IncentivizedChapter 4: The Business Case; Credit Where Credit Is Due; Chapter 5: The Media Case; Data Point 1: More TVs and More Channels, But Not More Viewing; Data Point 2: Cutting the Cord-New Ways to Watch "TV"; Data Point 3: I Am Watching . . . and Texting . . . and Tweeting . . . and . . .; Chapter 6: The Consumer Case; Consumers Have Moved On; Word-of-Mouth Is a Red Herring; So Where's the Rub?; Paid Media Is a Temporary Cultural Phenomenon; Consumers Love Ads-No They Don't; Chapter 7: The Creative Case; What If . . .
- The Apple That Broke the Camel's BackFiring Blanks; Section II: The Z.E.R.O. Vision; Chapter 8: Is It Time to Blow Up the Entire Model?; Help Me Help You; Something's Got to Give; Are You on the Bus?; What's Your Heresy?; What's Your Legacy?; Chapter 9: Introducing Z.E.R.O.; Charity Begins at Home; Paid Media Is Reserved for PEONs; Media, a So-Called Term . . .; Setting the Attention Table; Putting It All Together; Primary Hypothesis and Z.E.R.O. Manifesto; Awaken, Zealots, Awaken; Loyalty and Advocacy Are Not One and the Same; The Real Enemy Is Apathy; Formalizing Advocacy
- Pivot, Entrepreneur, Pivot!Survival Demands Innovation and Creativity; Brands and Startups Are Joined at the Hip; Agile Brands; Hug It Out, Customer, Hug It Out (Retention Expanded); Taking One Step Backward to Avoid Two Steps Backward; What's the Point in Fishing When Your Net Is Full of Holes?; Convene, Landlords, Convene (Owned Assets Expanded); Revenge of the Brick; The Coca-Cola Media Company; Think Z.E.R.O. Is a Pipe Dream?; Twitter Is the New YouTube; Oreo-Speedwagon; So You Want More Proof?; Dove's Campaign for Real Beauty; Hello, Ladies; Am I Too Small for Z.E.R.O.?
- Z.E.R.O. Is a Philosophical Mind ShiftSection III: The Z.E.R.O. Action Plan; Chapter 10: Culture and Talent; Learning by Doing; Trusting Your Brand to a 20-Something Intern Is a Recipe for Disaster; Chapter 11: Tenure; Continuity Bonus; A Royalty Bonus for Innovation; An Imitation (Stealing) Bonus; Build an Electronic Repository of Plans, Learnings, Creative Work, and Results; Chapter 12: Compensation; Consumers; Employees; Partners; Rule 1: Agencies Are Businesses and Should Be Allowed to Make a Profit
- Rule 2: Agencies Should Not Be Allowed to Profit from the Client's Significant Investments in Media, Digital, or Production
