The Future of Advertising

New Media, New Clients, New Consumers in the Post-Television Age

Joe Cappo - Collection Business/Advertising

260 pages, parution le 25/11/2005

Ajouter à une liste

Indisponible

Résumé

HOW TO STAY AHEAD OF THE CURVE IN A CONSTANTLY CHANGING MARKET ENVIRONMENT

Advertising ain't what it used to be. Gone are the days of the 15 percent commission and the guaranteed 100 million viewers tuning into "Bonanza" every Tuesday night. Today it's all about divide-and-conquer guerrilla strategies and a seemingly endless march of new media, new markets, and new stealth techniques for flying under consumers' radar.

The Future of Advertising helps you make sense of it all with a 360-degree view of advertising today and a provocative glimpse into the industry of tomorrow. Industry veteran Joe Cappo examines where we are, how we got here, and emerging trends to keep an eye on. You also hear from prominent agency heads, advertisers, brand managers, and creatives who provide their insights and anecdotes.

But that's not all-armed with practical strategies for positioning yourself, your work, and your clients, you'll get an array of straightforward solutions for staying ahead of the curve, including:

Merging "above-the-line" advertising with "below-the-line" techniques
Coordinating traditional advertising with online buying patterns
Marketing youth-oriented products to an aging population
Finding new advertising opportunities for old media

L'auteur - Joe Cappo

Joe Cappo is a legend in advertising and has worked as a journalist, an executive, and a critic. Currently adjunct professor of advertising at DePaul University, he is the former publisher of Advertising Age and world president of the International Advertising Association.

Sommaire

Preface
Introduction: Reminiscences from a Skybox Overlooking the Advertising Arena
And Then There Were Four
What to Do When the Money Tree Dies?
Advertising Changes Its Tune
Drowning in Media
The Dilution of Creativity
There Is No Line
Retailers Flex Their Muscles
Integration: Key to the Future
Reinventing Media, and Other Variations on the Theme
The Internet as Change Agent
Who Are These People Anyway?
Does Advertising Have a Future?
Reference List
Index

Voir tout

Replier

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Joe Cappo
Collection	Business/Advertising
Parution	25/11/2005
Nb. de pages	260
Format	14 x 21
Couverture	Broché
Poids	340g
Intérieur	Noir et Blanc
EAN13	9780071462150
ISBN13	978-0-07-146215-0