What Happened To Advertising? What Would Gossage Do?, by Massimo Moruzzi
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What Happened To Advertising? What Would Gossage Do?, by Massimo Moruzzi
Best Ebook PDF What Happened To Advertising? What Would Gossage Do?, by Massimo Moruzzi
Praise for : What Happened To Advertising? What Would Gossage Do? Massimo Moruzzi, who has lived through the trenches of the dot com implosion and now the ever accelerating growth of social media, is extremely well qualified to stick a giant pin in the ever expanding social media hot-air balloon. And by heck, he certainly does that. – George Parker, Mad Man, Author of: The Ubiquitous Persuaders Massimo did not disappoint taking apart the bullshit in advertising today. Buy this book and take the time to read all the references to his research. You will not be disappointed. – Tony Mariani, Account Executive, Corus Entertainment, Canada A fantastic semi-rant. Very relevant, especially for suits in the industry who need a little push to start thinking about what advertising is, and how (little) it has actually changed. Also, great source list in every chapter. The sources make it a book that keeps on giving. – Aron Lindegård, Art Director, Geelmuyden Kiese, Norway Clear-eyed call to arms from an insider looking at everything that's wrong (and there's a lot) with what passes for modern advertising. Social media won't save you. Ad tech won't save you. Not even all the data in the world will save you. After reading this book you'll know it's time for a creative revolution. – Stefano Boscutti, Independent Writer and Director, Australia 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? Who was Howard Luck Gossage, and why should we study his work? Why was he more successful with things “interactive” and “social” 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
What Happened To Advertising? What Would Gossage Do?, by Massimo Moruzzi- Amazon Sales Rank: #184548 in eBooks
- Published on: 2015-03-21
- Released on: 2015-03-21
- Format: Kindle eBook
About the Author Starting in 2000, I have worked or consulted for a number of start-ups from more countries than I can probably remember: Germany (Ciao); France (Meetic); Italy (Ennunci); Sweden (Twingly); Italy/Ireland (Zzub); Denmark (Atosho); Spain (Ducksboard); Italy/UK (VoiceMap); and Canada (Transit App). Unenthused about banner ads from day-1, I started a blog at dotcoma.it well before it was fashionable to do so, and later wrote a Book on the Web, Advertising and Social Media: What Happened To Advertising? What Would Gossage Do?
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Most helpful customer reviews
2 of 2 people found the following review helpful. Popping the Social Media Balloon! By George Parker As one of the original “Mad Men,” I have seen many changes in the advertising world over the last forty odd years. None has been as dramatic as the rise of digital and its offshoot, social media. In common with all the other “latest and greatest,” sweeping claims are being made as to the importance of making “social” an integral part of your marketing program. Assertions about its effectiveness are supported by soft metrics such as clicks, affinity, awareness, friending and so on. Now Massimo Moruzzi, who has lived through the trenches of the dot com implosion and now the ever accelerating growth of social media, is extremely well qualified to stick a giant pin in the ever expanding social media hot-air balloon. And by heck, he certainly does that. He delivers cogent, rational and incredibly researched evidence that social media is, in fact… Little more than another iteration of the smoke and mirrors the ad biz has subjected the unwashed masses to since the days of obscene graffiti advertising brothels on the walls of ancient Rome
2 of 2 people found the following review helpful. The flies have conquered the flypaper By TORRIERO GASPAR “The flies have conquered the flypaper” but they don't know yet. Advertising is the mother of all business models on the web, but it does not move sales. Yet this truth is self-evident to everybody except advertisers. This book tries to seed the much needed seeds of doubt, with somber humour and lots of interesting quotes.
1 of 1 people found the following review helpful. Read this book. Better yet, buy it then read it. By WalterV Advertising has always been ethically shady at best, but at least it helped sell stuff; in recent times, though, it has not only lost any pretense at decency (and even at basic common sense, since the rise of "social" media) it does not even serve its purpose.Advertisers seem to be in the business of charging clients for increasing their "popularity" metrics --and made-up ones at that.Of course, "popularity", variously expressed as "likes", "followers", "retweets", bears no link whatsoever to any tangible business result.The author does an excellent (and hilarious) job of showing the downhill trajectory of advertising, since the Golden Age effecitvely depicted in Mad Men to what I can only call the Age of Meh.
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