Joseph Jaffe and Maarten Albarda
Z.E.R.O.
Zero Paid Media as the New Marketing Model
Wiley, 2013
¿De qué se trata?
Z.E.R.O. paid advertising stands traditional advertising on its ear. Adapt or die.
Recommendation
An economy based on people buying stuff from other people rests on the outmoded idea of “paid media,” especially TV advertising. Marketing experts Joseph Jaffe and Maarten Albarda argue that reliance on paid media is already passé – now it’s just a condiment to the main meal of “nonpaid media.” This is not necessarily bad news for advertisers or PR departments, though it won’t cheer newspapers, magazines and TV stations, but marketers must use their “Z.E.R.O.” strategy to build their brand’s “ecosystem.” Jaffe and Albarda offer a well-argued, well-documented exploration of the fragmenting media landscape. They explain the opportunities that digital technologies and social networks offer, and urge you to invest in innovation and to convert your clients to become your advocates and zealots. getAbstract recommends this lively wrestling match between traditional advertising and the mashed-up future of brand promotion.
Summary
About the Authors
Joseph Jaffe also wrote Flip the Funnel, Life After the 30-Second Spot and Join the Conversation. Former director of global media and innovation for Coca-Cola, Maarten Albarda heads MLA Consulting.
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