The world’s most expensive advertising book on Amazon|短视频,图文|广告营销案例【ADGuider广告指南】

亚马逊上全球最昂贵的广告书

案例简介：巴克利在亚马逊黄金日推出了一本书，不是打折，而是以一百万美元的价格出售。为什么是一百万？为了说明这个百万美元问题的答案的价值: 在没有付费广告的世界中，品牌应该做什么？《媒体优势》由巴克利首席参与官吉姆·埃尔姆斯 (Jim Elms) 撰写，他曾领导IPG的亚马逊媒体业务，也是第一个亚马逊Prime Day的全球媒体代理负责人。这本价值百万美元的书不仅被他的咖啡杯和威士忌酒杯弄脏了，而且还向营销人员展示了如何浏览 “一个黑暗的世界”-也就是说，在一个媒体环境中，消费者有很多方法可以避免看到你的信息，你的电视: 30，你的横幅和预滚动，以及所有的污水坑广告商仍然投入资金。产品视频和客户评论变得有趣。该产品视频的特色是狗耳书栖息在天鹅绒绳索后面的大理石基座上，而屏幕外的声音解释了为什么在安全激光束网格打开之前，它是市场上最有价值的平装本。在客户评论中，J。霍华德写道: “即使您购买17.95美元的副本，您也将获得全部或大部分，而不是订购完全亲笔签名，染色，超灵感，百万美元的书。在国定假日打折时，他将书的价格提高了999,982.05美元？“。对于那些希望以更高的价格在其价格范围内获得这本书副本的人来说，这本书的原始新版本也可以在亚马逊上以17.95美元的价格买到。美国巴克利为巴克利创建的综合广告，类别为: 代理自我促销。

亚马逊上全球最昂贵的广告书

案例简介：Barkley launched a book on Amazon Prime Day not by discounting it, but by selling it for a million dollars. Why a million? To illustrate the value of the answers to this million-dollar question: What should a brand do in a world with no paid advertising? The Media Advantage is authored by Barkley Chief Engagement Officer Jim Elms, who formerly led the Amazon media business for IPG and was also global media agency lead for the first Amazon Prime Day. Not only is the million-dollar-book stained by his coffee cup and whisky glass, but it shows marketers how to navigate “a world gone dark”—that is, a media environment where consumers have many ways to avoid seeing your message, your TV :30, your banners and pre-roll, and all the sinkholes advertisers still pour money into. The product videos and customer reviews lean into the fun. The product video features the dog-eared book perched on a marble pedestal behind a velvet rope, while an offscreen voice explains why it’s the most valuable paperback on the market just before the security laser beam grid turns on. In a customer review, J. Howard writes, “You’ll get all or most of it even if you settle for the $17.95 copy instead of ordering the fully autographed, stained, super-inspired, million-dollar bookdoggle. On the national holiday for discounts, he jacks up the price of his book by $999,982.05?” For those looking to get a copy of the book at a cost more within their price range, a pristine new version of the book is also available on Amazon for $17.95. Integrated advertisement created by Barkley, United States for Barkley, within the category: Agency Self-Promo.