Veteran industry observer Joe
Cappo briefly recaps the factors
that impacted the industry in the
late 1990s, and gives you advice
on how to best position yourself,
your work, and your
business.
| Preface | ||
| Introduction: Reminiscences from a Skybox Overlooking the Advertising Arena | 1 | |
| Ch. 1 | And Then There Were Four: A Once-Entrepreneurial Business Consolidates into a Handful of Big Holding Companies | 9 |
| Ch. 2 | What to Do When the Money Tree Dies?: The 15 Percent Commission is Gone, and Along with it the Primary Source of Agency Revenues | 27 |
| Ch. 3 | Advertising Changes Its Tune: The Industry Takes a Broader Look at the Form and Function of Marketing | 41 |
| Ch. 4 | Drowning in Media: Proliferation Nibbles Away at the Power of Traditional Mass Media | 59 |
| Ch. 5 | The Dilution of Creativity: It's Tougher to Get the Attention of Consumers Swamped with Ad Messages | 83 |
| Ch. 6 | There is No Line: Once-Scorned Alternatives Gain Respect and a Bigger Piece of the Marketing Pie | 99 |
| Ch. 7 | Retailers Flex Their Muscles: Consolidation in the Retail Sector Imposes Pressure on Everyone in the Marketing Chain | 121 |
| Ch. 8 | Integration: Key to the Future: Agencies Must Demonstrate that "Media-Neutral" Is More than a Pious Platitude | 149 |
| Ch. 9 | Reinventing Media, and Other Variations on the Theme: Old Media Are Leading the Development of New Media - with Some Tech Twists | 163 |
| Ch. 10 | The Internet as Change Agent: Reinventing the Way We Communicate, Buy, Sell, Invest, Date, Send Greeting Cards, and Book a Trip | 187 |
| Ch. 11 | Who Are These People Anyway?: They Are Older, Richer, Hipper, and More Media Savvy than Any Other Generation of Consumers | 209 |
| Ch. 12 | Does Advertising Have a Future?: The Road Ahead is Curvy and Treacherous, and Good Road Maps Are in Short Supply | 233 |
| Reference List | 249 | |
| Index | 255 |
Anonymous
Posted October 28, 2009
No text was provided for this review.
Overview
Veteran industry observer Joe
Cappo briefly recaps the factors
that impacted the industry in the
late 1990s, and gives you advice
on how to best position yourself,
your work, and your
business.