Sunday, July 31, 2005

More Marketing in the Path of Controversy

Joe Jaffe really did it this time. He challenged the mighty and almost sacred :30 TV commercial at Jaffe Juice.

The traditional 30-second TV spot has outlived its usefulness, according to Joe Jaffe, author of the recently released book "Life After the 30-Second Spot." But that doesn't mean creative directors should clear their desks. Instead, they have to do their part to "retrain consumers to embrace advertising again."
Eliminate the Waste
"The 30-second spot as a tool is linear and inefficient and has lost its relevancy," said Mr. Jaffe, who is on a multi-year tour discussing alternative advertising and marketing strategies with creative crowds. "Consumers are not as dumb as they used to be. For years we have been duping consumers to believe our lies, and they don't believe them anymore."
Thanks, Joe, for stepping into the path of controversy.

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