首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
"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
admin
2013-09-26
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______
选项
答案
consultants
解析
转载请注明原文地址:https://kaotiyun.com/show/kQ27777K
0
大学英语六级
相关试题推荐
Youshould____________________________(参考报纸、杂志、图书和字典)whilewritingyourtermpaper.
Nowadays,incominggenerationsreallyrelynowonthepowerofthe"Internet"whenitcomestosearchingforinformation.Justt
______(这名运动员被剥夺掉金牌)becausehewasfoundtohavetakenforbiddendrugs.
A、Becauseitisdifficulttomaintainamarriage.B、BecausepeoplelikewatchingTVprograms.C、Becausepeoplepreferfreedomto
A、Becauseshecouldn’tfindtherestaurant.B、Becauseshewasnotinvitedtodinner.C、Becauseshehadameeting.D、Becauseshe
A、Beunabletobreathe.B、Beovercomebypressure.C、Becomespeechless.D、Bescaredbypressure.B综合推断题。文章最后一段介绍了有助于成功的第四个特质,cal
A、OnthesecondSundayinMay.B、OnthefourthSundayinLent.C、OnthefourthSundayinMay.D、OnthesecondSundayinLent.B根
Architectureisartandtechniqueofdesigningandbuilding,asdistinguishedfromtheskillsassociatedwithconstruction.The
A、Torunintoeachother.B、Topickupbargains.C、Toavoidcrowdedness.D、Togetsomesurprise.C不定式tobeatthecrowds作定语表示目的“避
A、Twosinglerooms.B、Acommercialroom.C、Adoubleroom.D、Asingleroom.D综合理解题。女士说他们预订的是双人间,但是现在的房间是单人间,问男士他们是否可以换个双人间;男士表示抱歉
随机试题
生殖器炎症的护理措施为()
A.痫病B.眩晕C.厥证D.昏迷E.中风头晕目眩,视物旋转不定,甚则不能站立,耳鸣,但无神志异常的表现。此为
在队列研究中,反映某因素和某疾病间联系强度的最好指标是
在计算所得税时,应纳税所得额中应包括( )。
施工方项目管理的目标包括()
上海的湖泊集中分布在苏、浙交界的西部洼地,其中最大的是()。
根据加涅的学习结果分类观点,学会陈述观念的能力称为()。
遵纪守法是要求公民遵守()。
《万国公报》(上海)(福建师大2018年研;中国传媒大学2012年研;人大2011年研)
在VisualFoxPro中,如果希望跳出SCAN…ENDSCAN循环体外执行ENDSCAN后面的语句,应使用
最新回复
(
0
)