The Future Of Advertising

( 1 )

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.

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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.

Read More Show Less

Product Details

  • ISBN-13: 9780071462150
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 10/10/2005
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 0.58 (w) x 8.50 (h) x 5.50 (d)

Meet the Author

Joe Cappo was involved in advertising for nearly forty years as journalist, executive, and critic and is now adjunct professor of advertising at DePaul University. He is the former publisher of Advertising Age and world president of the International Advertising Association

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Table of Contents

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
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