Advertising is dead, Long Live Advertsing

I have recently read the book, Advertising is dead, Long Live Advertising By Tom Himpe and Will Colin.

The book is based upon the theory of 'non-conventional forms of advertising' that we so readily take up in today’s design society. I have to agree that grabbing people attention is harder now than ever before, purely for the immense amount of advertising about, and the more places it can be seen, mostly in a multimedia sense.’ Therefore advertisers can no longer rely on Consumers to behave like the passive receivers they once where.' 'Brands are compensating for the declining impact of traditional advertising. Here's is some alternatives traditional advertising that the author listed, Guerrilla, Ambient, Steath, Buzz, word of mouth, virals, stunts, advertising gaming, experimental, wild fire, ambush etc etc.

It is believed that there are 'Four drivers of alternative advertsing.' that are worth remembering.

Proximity. This means getting closer to the consumers on a face to face basis. Either the brand comes to the consumer or the consumer comes to the brand, without any other media involvement. One example of this is the use of promotional staff.

Exclusivity. 'Having alone time with the consumer.' The brand/ advertising agency finds a special environment away from other competition to promote their product. E.g. An elevator. Evian once used a swimming pool floor to promote their water. A very appropriate place, and is seen in the book.

Invisibility. I.e. to quietly advertise/ moving the brand to back ground. 'Advertising that does not look and feel like advertising.' 'Consumer do not like the smell of the sell.' For example, reducing brand Logo/ creating an event to help the lives of the consumers.

Unpredictability. Basically is involves catching the consumer off guard, and is something you don't see everyday. It has to come as a genuine surprise to the consumer.