国际标准书号- 13 ： 978-0-500-51314-9 /国际标准书号- 10 ： 0-500-51314-7 9 1 / 2 “ × 11 ” 435彩色插图224页广告

二十年前，广告客户可达到80 ％的美国人口只有3电视上做商业广告。 Today it takes 150.今日需150 。 Advertising is suffering because of the sheer amount of it, the lack of innovation within traditional advertising formats, and the power that media fragmentation and technology give to consumers to tune out the noise.广告是痛苦，因为纯粹的数额，缺乏创新，在传统的广告格式，以及媒体的权力，不成体系和技术提供给消费者的调子出来的噪音。

The new buzzwords are guerrilla, stealth, ambush, buzz, viral, grassroots, wildfire, and ambient.新buzzwords是游击队，隐身，埋伏，言论，病毒性，基层，野火，和周围环境。 This book is the first to harness them into an integrated communications approach, as Tom Himpe explains and illustrates:这本书是第一家利用他们成为一个综合的通信方式，作为汤姆himpe解释和说明：

the four driving forces for getting close to the consumer: be personal; go where the competition isn't; make the brand invisible; be unpredictable;四个动力贴近消费者：个人;去的地方竞争不是;使品牌的无形;的不可预测性;

the eight techniques—from consumer involvement to harnessing the power of the senses—for employing these driving forces, illustrated with campaigns from across the world;八技术-从消费者的参与治理的权力，感官-雇用这些动力，说明了运动与来自世界各地的;

the four types of campaign that make use of this new knowledge.四种类型的运动，利用这一新的知识。
Tom Himpe is a European strategic planner on key brands.汤姆himpe是一个欧洲的战略规划上主要品牌。 Will Collin is founding partner of the award-winning UK agency Naked Communications.将科林是创始合伙人屡获殊荣的英国机构赤裸裸的通信。