附註:"AdvertisingAge."
Includes bibliographical references (pages 251-253) and Index.
Introduction: Reminiscences from a Skybox Overlooking the Advertising Arena -- Ch. 1. And Then There Were Four: A Once-Entrepreneurial Business Consolidates into a Handful of Big Holding Companies -- 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 -- Ch. 3. Advertising Changes Its Tune: The Industry Takes a Broader Look at the Form and Function of Marketing -- Ch. 4. Drowning in Media: Proliferation Nibbles Away at the Power of Traditional Mass Media -- Ch. 5. The Dilution of Creativity: It's Tougher to Get the Attention of Consumers Swamped with Ad Messages -- Ch. 6. There is No Line: Once-Scorned Alternatives Gain Respect and a Bigger Piece of the Marketing Pie -- Ch. 7. Retailers Flex Their Muscles: Consolidation in the Retail Sector Imposes Pressure on Everyone in the Marketing Chain -- Ch. 8. Integration: Key to the Future: Agencies Must Demonstrate that "Media-Neutral" Is More than a Pious Platitude -- Ch. 9. Reinventing Media, and Other Variations on the Theme: Old Media Are Leading the Development of New Media -- with Some Tech Twists -- Ch. 10. The Internet as Change Agent: Reinventing the Way We Communicate, Buy, Sell, Invest, Date, Send Greeting Cards, and Book a Trip -- Ch. 11. Who Are These People Anyway?: They Are Older, Richer, Hipper, and More Media Savvy than Any Other Generation of Consumers -- Ch. 12. Does Advertising Have a Future?: The Road Ahead is Curvy and Treacherous, and Good Road Maps Are in Short Supply.
摘要:"In The Future of Advertising, Joe Cappo offers a provocative analysis of recent changes along with insightful projections of what's to come. He traces the consolidation of twenty major agencies into four giant holding companies and explores the curious absence of a new generation of swaggering advertising entrepreneurs on the model of Leo Burnett and David Ogilvy. He examines the continuing impact of cable TV, direct marketing, and the Internet on the advertising industry and traditional media and suggests strategies for adapting to - and thriving in - this challenging new environment." "Laced with colorful anecdotes from Cappo's career, The Future of Advertising addresses such major issues as the need for newspapers to transform themselves as radio did after the advent of television; the growth of commercial-free, fee-for-service media such as HBO; and the virtual disappearance of the mass audience. He explains why there is no longer any distinction between "above-the-line" advertising and alternative "below-the-line" marketing techniques and why agencies who choose to ignore this emerging truth do so at their peril." "Among the innovative ideas you'll find in this surprising look into the future are techniques for coordinating traditional media advertising efforts with known online buying patterns, merging traditional advertising with direct marketing via transactional TV, and marketing traditionally youth-oriented products to an aging population. You'll also find entertaining and perceptive commentaries from such industry leaders as John Emmerling, Phil Guarascio, Bruce Mason, Dom Rossi, Fred Danzig, and more."--Jacket.
