Summary of Robert McKee & Thomas Gerace's Storynomics

Everest Media

Description

Please note: This is a companion version & not the original book.
Sample Book Insights:
#1 The history of advertising is long and complicated, but it all started with newspapers. As the popularity of these publications grew, so did their revenue. As a result, they were able to lower their subscription costs, which allowed them to sell more papers.
#2 The first completely ad-supported media was television, which began in the 1940s. It outperformed all other media because it combined mass reach, a rich visual medium for messaging, and guaranteed audience attention.
#3 In 2006, the cost of targeted online video ads surpassed that of television advertising, because pre-roll ads on YouTube and interrupt ads on Hulu guaranteed viewership and online delivery allowed more powerful ad targeting.
#4 By 2005, broadband adoption in the home surpassed dial-up in the United States. With this faster connection came a game changer for consumers: choice.

Sujets

• Marketing stratégique
• DIRECT
• Marketing

Informations

• Publié par: Everest Media LLC
• Date de parution: 28 mars 2022
• Nombre de lectures: 0
• EAN13: 9781669372462
• Langue: English
• Poids de l'ouvrage: 1 Mo

Extrait

Insights on Robert Mckee & Thomas Gerace's Storynomics
Contents Insights from Chapter 1 Insights from Chapter 2 Insights from Chapter 3 Insights from Chapter 4 Insights from Chapter 5 Insights from Chapter 6 Insights from Chapter 7 Insights from Chapter 8 Insights from Chapter 9 Insights from Chapter 10 Insights from Chapter 11 Insights from Chapter 12 Insights from Chapter 13 Insights from Chapter 14
Insights from Chapter 1

#1

The history of advertising is long and complicated, but it all started with newspapers. As the popularity of these publications grew, so did their revenue. As a result, they were able to lower their subscription costs, which allowed them to sell more papers.

#2

The first completely ad-supported media was television, which began in the 1940s. It outperformed all other media because it combined mass reach, a rich visual medium for messaging, and guaranteed audience attention.

#3

In 2006, the cost of targeted online video ads surpassed that of television advertising, because pre-roll ads on YouTube and interrupt ads on Hulu guaranteed viewership and online delivery allowed more powerful ad targeting.

#4

By 2005, broadband adoption in the home surpassed dial-up in the United States. With this faster connection came a game changer for consumers: choice.

#5

However, three months later, in June 2015, Hulu began offering an ad-free subscription for just $2 more per month.

#6

The New York Times launched on the Internet in 1996, and advertisers began cutting newspaper advertising spending by half in 2006. By 2006, marketers had recognized the trend and were cutting television advertising spending as well.

#7

The consumer revolt against advertising is not limited to streaming video and music services. In 2016, researchers found that 198 million people were using ad-blocking software on their desktop devices globally.

#8

The second phase of the crisis will strike brands in nearly every industry. Marketers, depending on advertising as the primary way to connect with their customers, are unable to reach them.

#9

The traditional approach to reaching, acquiring, and retaining customers is to advertise to them. However, today’s advertising crisis has created a marketing crisis. As consumers block, ignore, and pay to avoid advertisements, marketers must find a new way to reach their customers.
Insights from Chapter 2

#1

Consumers hate being interrupted, and they especially hate being played. They compare marketing promises with their real-world experience, and when the two don’t line up, they mock the brands that played them with scathing product reviews, public tweets, and Facebook posts.

#2

Marketing is a public forum for rhetorical debate. It imitates science by presenting evidence and drawing a conclusion, but it ignores or refutes every point that contradicts it. In other words, marketing is a form of rhetoric.

#3

The popularity of inductive logic among business leaders is due to their desire for scientific planning and decision making. However, business is not science, and the problems never change: how to capture attention, hold it, and reward it.

#4

There are only two primary emotions: pleasure and pain. Each comes in many varieties: deeply felt positives such as happiness, peace, love, joy, as well as the sensory delights of beauty and comfort, versus profound negatives of grief, anxiety, dread, fear, loneliness, and physical miseries.

#5

The same applies to physical pain. The meaning of the perception, not the sensory experience alone, determines how much pleasure or pain people experience. Because pleasure and pain are great motivators, creating these experiences within an ad will be marketing’s most powerful tool.