Product Description: In The Moment answers the tricky question of why it often takes 9 months to make an advertisement that only lasts for 30 seconds... for this reason, it is acknowledged that the output of the advertising sector is remarkably small...read more

Product Description: The days when branders could consult a stayed formula again and again to reach their consumer are over. In the digital communications age, branders reluctant to embrace this new cultural landscape run the risk of becoming obsolete overnight...read more

The first overview of the revolutionary advertising techniques and media needed to successfully reach today's consumer.Twenty years ago an advertiser could reach eighty percent of the American population with just three television commercials. Today it takes 150. Advertising is suffering because of the sheer amount of it, the lack of innovation within traditional advertising formats, and the power that media fragmentation and technology give to consumers to tune out the noise.The new buzzwords are guerrilla, stealth, ambush, buzz, viral, grassroots, wildfire, and ambient. This book is the first to harness them into an integrated communications approach, as Tom Himpe explains and illustrates:• the four driving forces for getting close to the consumer: be personal; go where the competition isn't; make the brand invisible; be unpredictable;• the eight techniques—from consumer involvement to harnessing the power of the senses—for employing these driving forces, illustrated with campaigns from across the world;• the four types of campaign that make use of this new knowledge. 435 color illustrations.