The Future of Advertising: New Media, New Clients, New Consumers in the Post-Television Age New Media, New Clients, New Consumers in the Post-Television Age

by Cappo, Joe

• ISBN13: 9780071462150
• ISBN10: 0071462155
• Edition: 1st
• Format: Paperback
• Copyright: 2005-10-31
• Publisher: McGraw-Hill Education

Summary

Veteran industry observer JoeCappo briefly recaps the factorsthat impacted the industry in thelate 1990s, and gives you adviceon how to best position yourself,your work, and yourbusiness.

Author Biography

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

Table of Contents

Preface	v
Introduction: Reminiscences from a Skybox Overlooking the Advertising Arena	1	(8)
And Then There Were Four
A Once-Entrepreneurial Business Consolidates into a Handful of Big Holding Companies	9	(18)
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	(14)
Advertising Changes Its Tune
The Industry Takes a Broader Look at the Form and Function of Marketing	41	(18)
Drowning in Media
Proliferation Nibbles Away at the Power of Traditional Mass Media	59	(24)
The Dilution of Creativity
It's Tougher to Get the Attention of Consumers Swamped with Ad Messages	83	(16)
There Is No Line
Once-Scorned Alternatives Gain Respect and a Bigger Piece of the Marketing Pie	99	(22)
Retailers Flex Their Muscles
Consolidation in the Retail Sector Imposes Pressure on Everyone in the Marketing Chain	121	(28)
Integration: Key to the Future
Agencies Must Demonstrate that ``Media-Neutral'' Is More than a Pious Platitude	149	(14)
Reinventing Media, and Other Variations on the Theme
Old Media Are Leading the Development of New Media---with Some Tech Twists	163	(24)
The Internet as Change Agent
Reinventing the Way We Communicate, Buy, Sell, Invest, Date, Send Greeting Cards, and Book a Trip	187	(22)
Who Are These People Anyway?
They Are Older, Richer, Hipper, and More Media Savvy than Any Other Generation of Consumers	209	(24)
Does Advertising Have a Future?
The Road Ahead Is Curvy and Treacherous, and Good Road Maps Are in Short Supply	233	(16)
Reference List	249	(6)
Index	255