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  3. "Advertising hasn’t changed since the 1960s," says Rosenblum, the cofounder of a 50-person agency called Questus that specialize

"Advertising hasn’t changed since the 1960s," says Rosenblum, the cofounder of a 50-person agency called Questus that specialize

admin2013-09-26  53
问题     "Advertising hasn’t changed since the 1960s," says Rosenblum, the cofounder of a 50-person agency called Questus that specializes in digital media and just won an Agency of the Year award from iMedia, a publication that tracks the online marketing industry. " But we’re on the verge of a
revolution. People are starting to realize that there are more effective ways to build a brand than through advertising. "
    Rosenblum is so passionate about this that he’s even made a documentary film, The Naked Brand. In his film, he argues that companies for decades have behaved badly and then used advertising to cover up their behavior. The Internet, by giving consumers a voice, has rendered that strategy useless because consumers can now sink a brand with a host of online complaints. His advice to big brands; instead of pumping millions of dollars into advertising, why not invest that money into actually fixing your company? Don’t just say you’re great—actually try to be great. Once you’ve done that, you can use social media to spread the word.
    In this brave new world, the role of advertising agencies would change as well. Instead of being a pack of well-paid liars, ad agencies would act more like consultants, helping companies figure out how to fix their businesses and improve their brand reputation based on actual accomplishments.
    The problem is that most big agencies either can’t or won’t adapt to this way of thinking. They’re still manufacturing 30-second spots and posting banner ads on Web sites, even though it’s become clear that we’ve all become very good at tuning out those advertisements. The big ad agencies stick with their 50-year-old business model because they don’t know what else to do. As a result, Rosenblum says, the entire advertising industry, which is worth $ 150 billion in the U. S. , $ 300 billion worldwide, is about to get into big trouble.
    Rosenblum has always considered himself something of an outsider in the ad business. He cofounded Questus 12 years ago with Jordan Berg, a friend from University of Vermont. Neither one of them had any experience in advertising. Rosenblum was working in market research. Berg was an artist. " I think the fact that we didn’t have a background in advertising has been a huge advantage," Rosenblum says.
As suggested, the role of advertising agencies should be shifted from liars to______
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答案consultants
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