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In marketing today, delusional thinking isn't just acceptable -- it's mandatory. In "Marketers Are From Mars, Consumers Are From New Jersey", Bob Hoffman, author of "101 Contrarian Ideas About Advertising" and "The Ad Contrarian" explains how marketers and advertisers have lost touch with consumers and are living in a fantasy land of their own invention -- fed by a cultural echo chamber of books, articles and conferences in which people like them talk to people like them.
- Sales Rank: #681915 in Books
- Published on: 2015-05-01
- Original language: English
- Dimensions: 8.00" h x .43" w x 5.00" l,
- Binding: Paperback
- 190 pages
About the Author
Bob Hoffman is an author, speaker, and partner in Type A Group, LLC, a company that consults to marketers, advertisers and media. He is author of "101 Contrarian Ideas About Advertising," "The Ad Contrarian," and "The Ad Contrarian" blog, which was named one of the world's most influential advertising and marketing blogs by Business Insider. In 2012, Bob was selected "Ad Person of the Year" by the San Francisco Advertising Club. Bob founded and was chairman/ceo of Hoffman/Lewis advertising, one of the West's largest independent advertising agencies. He retired from Hoffman/Lewis in 2013. Previously, Bob was ceo of Mojo USA and president and creative director of Allen & Dorward. Bob has created advertising for McDonald's, Toyota, Shell, Nestle, Blue Cross, Chevrolet, Pepsico, Bank of America, AT&T, and more companies than he cares to think about. He has served on several boards including the Advertising and Marketing International Network, and spent a year as Special Assistant to the Executive Director of the California Academy of Sciences. Bob is a frequent speaker at industry conferences, business meetings, and advertising and marketing events.
Most helpful customer reviews
1 of 1 people found the following review helpful.
Here's proof that marketers are from another planet.
By Douglas N. Burdett
[[VIDEOID:f40e69b23fdc663eede7c7643edb1bd9]]Hi I’m Douglas Burdett, host of The Marketing Book Podcast and I’d like to tell you about the book “Marketers Are From Mars, Consumers Are From New Jersey” by Bob Hoffman.
What can you say about long-time ad agency icon Bob Hoffman, also known as The Ad Contrarian?
Here’s what others have said:
The Wall Street Journal calls him “caustic yet truthful.” Time Magazine calls him “fabulously irreverent.” The Financial Times says he's responsible for "savage critiques of digital hype."
In "Marketers Are From Mars, Consumers Are From New Jersey" Bob Hoffman shows how marketers and advertisers have lost touch with consumers and are living in a fantasy land of their own invention that is a mass delusion of epic proportions.
He covers the advertising and marketing waterfront and takes prisoners. He skewers the exaggerated role of brands, how ad agencies have lost their way, the mistaking of gimmicks for trends, why marketers misguidedly ignore baby boomers, the wishful thinking of social media marketing, and the massive fraud and corruption of digital display advertising.
As the Ad Contrarian, Bob Hoffman has built an enormous following by consistently calling BS on the advertising and marketing world.
This book is a fun and uproarious read, which starts out strong with the dedication and never lets up.
The dedication reads:
“This book is dedicated to all the funny, cynical, immature bastards I worked with in the agency business. It is not dedicated to all the venal, duplicitous, scheming bastards I also worked with.”
Don’t read this book if you can’t handle the truth. The truth according to The Ad Contrarian, that is.
And, to listen to an interview with Bob Hoffman about “Marketers Are From Mars, Consumers Are From New Jersey,” visit MarketingBookPodcast.com
0 of 0 people found the following review helpful.
Stick to the Fundamentals
By Jeffrey Swystun
The author has written an eclectic rant. I am in branding, marketing and advertising but had not heard of Bob Hoffman until I happened across this book. Right upfront he recognizes that people in the industry are "funny, cynical and immature bastards". Based on personal and professional feedback I would seem to fit that criteria. As such, I did enjoy the first third of the book but then it grew so sardonic and acidic that it was hard to appreciate the lessons in the messages.
Advertising is a funny practice and profession. It is revered and reviled in equal amounts. I appreciate the author's attempt to hold it accountable and I totally agree that it has too long been focused on fancy tricks instead of recognizing the tried and true. Rather than dissect the contents, let me provide a few standout lines that resonated (these are not spoilers):
- Hoffman writes that the marketing industry is under mass delusion that includes "the gross exaggeration of the role of brands; the mangling of the role of ad agencies; the mistaking of gimmicks for trends"
- "Marketers are taught not to think simply."
- "Advertising has always been 90% lousy, but online advertising has set a new standard for awfulness."
- "most of what we call 'brand loyalty' is simply habit, convenience, mild satisfaction or easy availability."
The book is a series of short essays and blog posts so you can pick and choose topics that interest you. Coherence and consistency are tested but the feisty and testy ad veteran tone reverberates throughout. He sounds too bitter for someone who made his career in the profession. Having said all that, if you read only one entry, make it, "Here's to the Bobbleheads." This one rant will be recognizable to anyone in business.
1 of 1 people found the following review helpful.
Hoffman tells it like it is
By Don
Mr. Hoffman tells it like it is. Should be required reading for anyone in marketing if for no other reason than to prevent them from believing their own PR releases.
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