Reviewed by: Shannon McCloud

PRCA 3711

About the author

David Meerman Scott is a marketing strategist, keynote speaker, seminar leader, and the author who differentiates himself from other David Scott’s by using his middle name Meerman.

What I learned from reading the book

I. How the Web Has Changed the Rules of Marketing and PR

One Way Interruption

This video is an example of how the old way of marketing and PR invades our lives when we least expected it.

Old rules of Marketing and PR

Company-to-Consumer

KEEP SENDING THOSE UNSOLICITED PRESS RELEASES

Branding

Clip Books = Effectiveness

Sell, Sell,SellMass Appeal

Interruption

J a rgon i s A O.K

You need some ink! 3rd Party quotes

New Rules of Marketing and PR

The Long Tail of Marketing= the consumers shift from mainstream products (head) towards more niche markets/products (tail).

Buyer Persona

II. Web-Based Communications to Reach Buyers Directly

Blogs, News Releases, Forums

Authenticity =

III. Action Plan for Harnessing the Power of the New Rules

Your Are What You Publish

Scott states that Marketers and PR people are like children playing soccer, we focus on the wrong thing(the ball) instead of the goal.

Implementing the Plan

Look for new was of presenting old concepts, like the new compact florescent light bulb.

Would I Recommend This Book?

I would recommend this book for its thorough explanation of web-based content and its reference/ implementation section.

What Surprised Me & What I Want to Know More of?

The amount of information pertaining to blogs.

Professor Nixon uses quite a few of the web-based platforms mentioned in this book.

I really like the platform of blogging. I would love to have more information on successfully presenting the use and potential of blogs to my boss and others at my job.

References

http://www.youtube.com/watch?v=GT8nY18GKLg&feature=player_embedded#

http://dvice.com/archives/2007/03/how_to_get_rid_of_the_incandes.php

http://www.youtube.com/watch?v=kH7CTzbMWec

http://www.tradeshowweek.com/articles/blog/1620000362/20081130/z%20HIGH%20RES%20David%20Meerman%20Scott.jpg

http://www.flyingcoffin.com/_fullsize_image.php?fullsize=../blog_detail/C8B45C_detail.JPG

http://www.werealotlikeyou.com/

Scott, David. (2008). The New rules of marketing and pr. Wiley.

http://humourcafe.blogspot.com/2007/12/bizarre-long-eared-jerboa.html