Z.E.R.O : Zero Paid Media as the New Marketing Model

Online-Ressource (290 p)

Description based upon print version of record

Z.E.R.O.: Zero Paid Media as the New Marketing Model; Copyright; Contents; Foreword; Preface The Obesity Epidemic; A Note from the Authors; Section I: The Problem; Chapter 1: Madison Avenue: We Have a Problem; The World Has Changed. The Consumer Has Changed. Marketing Has Not.; Chapter 2: A Perfect Storm Is Coming; The End Is Near; Cultural Armageddon; The Game of Numbers; Off Strategy, Off Funnel; If Awareness Is Universal Currency, It's Devaluing Quickly; Paid Media's Last Stand; Chapter 3: The Economic Case; How Budgets Are Set; How Marketers Are Incentivized; The System Is Rigged

How Agencies and Other Partners (Suppliers) Are Paid and IncentivizedChapter 4: The Business Case; Credit Where Credit Is Due; Chapter 5: The Media Case; Data Point 1: More TVs and More Channels, But Not More Viewing; Data Point 2: Cutting the Cord-New Ways to Watch "TV"; Data Point 3: I Am Watching . . . and Texting . . . and Tweeting . . . and . . .; Chapter 6: The Consumer Case; Consumers Have Moved On; Word-of-Mouth Is a Red Herring; So Where's the Rub?; Paid Media Is a Temporary Cultural Phenomenon; Consumers Love Ads-No They Don't; Chapter 7: The Creative Case; What If . . .

The Apple That Broke the Camel's BackFiring Blanks; Section II: The Z.E.R.O. Vision; Chapter 8: Is It Time to Blow Up the Entire Model?; Help Me Help You; Something's Got to Give; Are You on the Bus?; What's Your Heresy?; What's Your Legacy?; Chapter 9: Introducing Z.E.R.O.; Charity Begins at Home; Paid Media Is Reserved for PEONs; Media, a So-Called Term . . .; Setting the Attention Table; Putting It All Together; Primary Hypothesis and Z.E.R.O. Manifesto; Awaken, Zealots, Awaken; Loyalty and Advocacy Are Not One and the Same; The Real Enemy Is Apathy; Formalizing Advocacy

Pivot, Entrepreneur, Pivot!Survival Demands Innovation and Creativity; Brands and Startups Are Joined at the Hip; Agile Brands; Hug It Out, Customer, Hug It Out (Retention Expanded); Taking One Step Backward to Avoid Two Steps Backward; What's the Point in Fishing When Your Net Is Full of Holes?; Convene, Landlords, Convene (Owned Assets Expanded); Revenge of the Brick; The Coca-Cola Media Company; Think Z.E.R.O. Is a Pipe Dream?; Twitter Is the New YouTube; Oreo-Speedwagon; So You Want More Proof?; Dove's Campaign for Real Beauty; Hello, Ladies; Am I Too Small for Z.E.R.O.?

Z.E.R.O. Is a Philosophical Mind ShiftSection III: The Z.E.R.O. Action Plan; Chapter 10: Culture and Talent; Learning by Doing; Trusting Your Brand to a 20-Something Intern Is a Recipe for Disaster; Chapter 11: Tenure; Continuity Bonus; A Royalty Bonus for Innovation; An Imitation (Stealing) Bonus; Build an Electronic Repository of Plans, Learnings, Creative Work, and Results; Chapter 12: Compensation; Consumers; Employees; Partners; Rule 1: Agencies Are Businesses and Should Be Allowed to Make a Profit

Rule 2: Agencies Should Not Be Allowed to Profit from the Client's Significant Investments in Media, Digital, or Production

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