30秒改变生活：大胆的融合打响你的品牌

　　JOSEPH JAFFE is President and founder of jaffe， LLC （www.getthejuice.com）， a new marketing consulting practice. Prior to consulting， he was Director of Interactive Media at TBWAChiatDay and OMD USA. His past and current clients include Kmart， Absolut Vo

In March of 2005， the Pepsi-Cola Company announced that they would be reintroducing Pepsi One diet cola with one major twist—no 30-second spots. Instead the campaign would include events （see Chapter 14）， online films （see Chapters 11 and 15） and other alternatives to traditional advertising such as trading cards.　Traditional advertising—led by its poster child， the 30-second television spot—is dead， dying， or in dire need of a shot in the arm. Take your pick， depending on which point of the spectrum you find yourself. And if none of the choices apply， you may very well be in a state of denial. If so， then you'd better read on.　It's true. The times are changing， and the tried-and-true media strategies that advertisers have used for decades no longer work quite so well. Old-school ad campaigns focused mainly on print， radio， and， in particular， television aren't nearly as effective as they once were. You can blame it on too many TV channels， the Internet， TiVo， empowered and savvy consumers， or anything el...