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What Happened To Advertising? What Would Gossage Do?

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The Inconvenient Truth about Online Advertising and Social MediaAre brands really created by “branding campaigns”? Is there a single banner ad that was so brilliant or so effective that we all remember it? What has “display advertising” on the web become, if not the reign of large-scale, low-quality direct response? What about our obsession with social media? Do consumers really want to have “conversations” with brands? What is the real value of a Facebook Fan? What are social networks if not private enclosures of the web and advertising platforms? Lastly, who was Howard Luck Gossage, and why should we study his work? Why was he more successful with “interactive” and “social” campaigns 50 years ago than anybody has been in our “digital” era? Were he around today, what would Gossage do?

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ABOUT THE AUTHOR

Massimo Moruzzi

I have worked or consulted for a number of start-ups from more countries than I can probably remember: Germany (Ciao.com); France (Meetic); Italy (Ennunci); Sweden (Twingly); Italy/Ireland (Zzub); Denmark (Atosho); Spain (Ducksboard); Italy/UK (VoiceMap); and Canada (Transit App). I started a blog at dotcoma.it well before it was fashionable to do so, and later wrote a book: What Happened To Advertising? What Would Gossage Do?

Author's Social Media:   Twitter Account

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