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
26
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.
Rosenblum believes advertising industry is about to change because more strategies can be used to______.
选项
答案
build a brand
解析
转载请注明原文地址:https://jikaoti.com/ti/E68FFFFM
0
大学英语六级
相关试题推荐
Nowadays,incominggenerationsreallyrelynowonthepowerofthe"Internet"whenitcomestosearchingforinformation.Justt
IfyouliveinacityinNorthAmericaorEurope,youhaveprobablyneverthoughtmuchaboutwater.Wheneveryouneedsome,you
ShouldYouJumpontheTechnologicalBandwagon(时尚)?TechnologicalAdvancesandTheirInfluenceWithinthelast20years
Organisedvolunteeringandworkexperiencehaslongbeenavitalcompaniontouniversitydegreecourses.Usuallyitisleftto【C
AproposedRussianbanonEuropeanUnionmeatexportscouldjeopardizeRussia’saspirationstojointheWorldTradeOrganization
Theconceptofobtainingfreshwaterfromicebergsthataretowedtopopulatedareasandaridregionsoftheworldwasoncetrea
Someday,in【C1】______theouterplanetsofoursolarsystem,humankindwillwanttodo【C2】______sendsmallprobesthatmerely
A、It’seasytoprepare.B、It’stastyandhealthful.C、It’sexoticinappearance.D、It’ssafetoeat.B根据“据爱吃昆虫的人所说,昆虫不仅高蛋白低脂肪,而且
A、Itrolledoutafinancialaidincentiveof$147million.B、Itcovered17%ofstudentstoreceivesomeaid.C、Itreducedthea
A、2.5million.B、2.8billion.C、60million.D、60billion.B选项的内容表明,本题考查数字,听音时应留意与数字相关的信息。短文中提到,Britishpeopleeat2.8billionea
随机试题
下列川崎病的临床表现,但应除外
什么是物流信息系统?物流信息系统开发的形式有哪些?
关于慢粒白血病急性变,下列哪项不符
患者,男性,62岁,因寒战、高热2d人院。血液培养24h后观察到血培养瓶浑浊并有凝块。最有可能的病原菌为
聚焦式滤线栅的使用,以下不会产生切割效应的是
某钢门窗安装工程,5月份拟完工程计划投资10万元,已完工程计划投资8万元,已完工程实际投资12万元,则投资偏差为()万元。
A.concludedB.normalC.actuallyPhrases:A.consideredtobe【T1】______weightB.Anumberofstudieshave【T2】______thatC.b
关于广义和狭义上的立法,下列说法错误的有
我国在建设社会主义法治国家的道路上不断探索,继2011年宣布中国特色社会主义法律体系已经形成之后,2014年又提出“建设中国特色社会主义法治体系”的目标。从“法律体系”到“法治体系”,其变化体现在()
中国是世界上种茶最早、制茶最精、饮茶最多的国家,是茶的故乡。最初,茶只是被作为一种药材而非饮品。【T1】后来,古人逐渐将茶从药材中分离出来成为一种清热的饮料。(定语从句)在那之后,中国的茶文化逐渐形成。【T2】据史料记载,西汉时期已经有
最新回复
(
0
)