A discussion with Joseph Jaffe, author of `Life after the 30-Second Spot'. The 30-second spot is a metaphor for traditional mass-marketing, which assumes a simple relationship between exposure and response; this is overpriced and is not consumer-centric.
Resuscitating The 30-Second Spot
Joseph Jaffe readily admits that, in the past, he has waffled when speaking publicly about his views of conventional TV ads. When talking to New Age marketing zealots, “I dance on the 30-second's grave and...