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Publisher Creates Book Ads That Work the Way People Shop Online

In a series of blog ads, Crown Publishers has included not only positive feedback, but also quotes from those who hate "Countdown to Crisis," the new book by Kenneth Timmerman.

Crown's campaign acknowledges the fact that -- a la Cluetrain -- nobody is listening anymore to PR and ad-blather.

The publisher is duplicating the way people actually shop online: seeking out both positive and negative info and then making up their own minds.

Hopefully this ushers in a new era of honesty in online advertising, one that hopefully with thrive.

via adrants

Categories: Ad targeting, Advertising Campaigns, Alternative Marketing, Best Practices, Blogging and Moblogging, Trends

BL Ochman | Jun 27 05 3:17 | TrackBack (0)

Comments

This really is smart. It recognizes the value of the negative referral.

For instance, just for the sake of argument, let's say you really hate Ann Coulter. And buried within the book reviews is a snippet that says "This tome contains the worst bile I could possibly stomach without rupturing a kidney. I may remove one myself as a precautionary measure -- Ann Coulter."

I think you may just have sold a book.

Extreme example, but for the most part consumers are pretty savvy about considering the source of a recommendation.

Posted by: Ike Pigott at June 27, 2005 6:40 PM

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About BL Ochman

Blogger, social media strategy consultant to Fortune 500 companies, and sought-after corporate speaker B.L. Ochman heads the creative team of whatsnextonline.com. She also publishes the Ethics Crisis blog for SRF Global Translations

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