What Happened To Advertising? What Would Gossage Do?

What Happened To Advertising? What Would Gossage Do?

by Massimo Moruzzi

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Overview

The Inconvenient Truth about Online Advertising and Social Media.

Are brands really created by "branding campaigns"? Is there a single banner ad that was so brilliant or so effective that we all remember it? What has "display advertising" on the web become, if not the reign of large-scale, low-quality direct response?

What about our obsession with social media? Do consumers really want to have "conversations" with brands? What is the real value of a Facebook Fan? What are social networks if not private enclosures of the web and advertising platforms?

Lastly, who was Howard Luck Gossage, and why should we study his work? Why was he more successful with "interactive" and "social" campaigns 50 years ago than anybody has been in our "digital" era? Were he around today, what would Gossage do?


Table of Contents

Intro
1. Branding
2. Interactive Advertising
3. Dear Miss Afflerbach
4. Social Media Marketing
5. Butter... You Talking to Me??
6. Lies, Damned Lies, and ROI
7. The Real Value of a Facebook Fan
8. Quod Erat Demonstrandum
9. What Would Gossage Do?
10. Make Lemonade

Product Details

ISBN-13: 9781987024258
Publisher: Barnes & Noble Press
Publication date: 03/21/2015
Pages: 92
Product dimensions: 6.00(w) x 9.00(h) x 0.19(d)

About the Author

The author of these pages likes to think of himself as somewhat of a Web and Advertising expert, accidentally dispersed in one of the Fashion capitals of the world. Based in Milan, Italy, he has managed to work in Marketing and Biz Dev roles for Start-ups from 6 different European countries: Germany, France, Italy, Sweden, Denmark, and Spain while living in beautiful Barcelona. While in Milan, he has also managed a short stint in the Fashion E-Commerce world.

He is currently applying his talents, or lack thereof, towards trying to save the world by improving how we move around in cities, working for Montréal-based Start-up Transit App.

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