Twenty years ago, an advertiser could reach 80 per cent of the US population with just three television commercials. Today it takes 150. Advertising is suffering because of the sheer amount of it, the lack of innovation within traditional advertising formats and the power that media fragmentation and technology give to consumers to tune out the noise.
The new buzzwords are guerrilla, stealth, ambush, buzz, viral, grassroots, wildfire and ambient. This book is the first to harness them into an integrated communications approach.
Advertising is Dead is the only complete survey of a global shift affecting all kinds of business, and is essential reading for all advertising, marketing and communications professionals.
After studies in film direction, marketing and communications, Tom Himpe entered the world of advertising. He worked at two of Belgium’s finest agencies, Duval Guillaume and Mortierbrigade, and then joined Naked Communications in London. He now runs his own consultancy agency in London, under the name Fortune Cookie.
