Cover image for The future of advertising : new media, new clients, new consumers in the post-television age
The future of advertising : new media, new clients, new consumers in the post-television age
Cappo, Joe.
Personal Author:
Publication Information:
Chicago, Ill. : McGraw-Hill, [2003]

Physical Description:
xi, 260 pages ; 22 cm
Format :


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Material Type
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HF5821 .C32 2003 Adult Non-Fiction Non-Fiction Area

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Advertising Age is the world's most widely read resource for advertising industry news, information, and analysis. McGraw-Hill's new Advertising Age series represents an exciting partnership that will--like the magazine itself--provide professionals with vital and usable information that is lively, informative, and indispensable. A celebrated ad veteran talks about where advertising is, where it is going--and how to take advantage of its many changes In The Future of Advertising, international ad industry thought leader Joe Cappo analyzes the factors reshaping today's advertising industry. Advertising and marketing professionals will get thought-provoking and valuable guidance on how to position themselves, their work, and their clients to meet consumer needs in the coming years. In addition to Cappo's input, insight, and anecdotes, pieces from prominent agency heads, advertisers, brand managers, and creatives provide a 360-degree view of the state of advertising today. All readers will learn how to skillfully navigate fast-changing factors including: Changes in the long-entrenched commission system Consolidation of major agencies Internet and E-tailing initiatives

Author Notes

Joe Cappo is senior vice president for Crain Communications, Inc., and former world president of the International Advertising Association.

Reviews 1

Choice Review

Cappo (35-year veteran of the advertising industry, former publisher of Advertising Age, and former president of the International Advertising Association) provides a wake-up call for the advertising industry, describing changes that have taken place in the ad industry and projecting what is likely to come in the future. His intent is to illustrate that advertising is at a transitional stage in its evolution--a concern to many observers and participants in the business. In 12 insightful and thought-provoking chapters full of innovative ideas and strategies, he analyzes major issues such as the continuing impact on the ad industry and traditional media of cable TV, direct marketing, the Internet, consolidation of ad agencies, the forms of alternative marketing available to clients, and the challenging, changing technological environment. Each chapter is accompanied by a relevant commentary by a notable industry leader. Cappo contends that, to deal successfully with changes yet to come, advertising agencies, media, clients, and businesses will have to learn how to anticipate and respond to those changes. They will be required to refocus, reinvent, and redefine themselves. Must reading for marketing and advertising practitioners, educators, students, and anyone interested in advertising as a career. ^BSumming Up: Highly recommended. Upper-division undergraduate through professional collections. R. R. Attinson emeritus, CUNY College of Staten Island

Table of Contents

Prefacep. v
Introduction: Reminiscences from a Skybox Overlooking the Advertising Arenap. 1
Chapter 1 And Then There Were Four: A Once-Entrepreneurial Business Consolidates into a Handful of Big Holding Companiesp. 9
Chapter 2 What to Do When the Money Tree Dies? The 15 Percent Commission Is Gone, and Along with It the Primary Source of Agency Revenuesp. 27
Chapter 3 Advertising Changes Its Tune: The Industry Takes a Broader Look at the Form and Function of Marketingp. 41
Chapter 4 Drowning in Media: Proliferation Nibbles Away at the Power of Traditional Mass Mediap. 59
Chapter 5 The Dilution of Creativity: It's Tougher to Get the Attention of Consumers Swamped with Ad Messagesp. 83
Chapter 6 There Is No Line: Once-Scorned Alternatives Gain Respect and a Bigger Piece of the Marketing Piep. 99
Chapter 7 Retailers Flex Their Muscles: Consolidation in the Retail Sector Imposes Pressure on Everyone in the Marketing Chainp. 121
Chapter 8 Integration: Key to the Future: Agencies Must Demonstrate that "Media-Neutral" Is More than a Pious Platitudep. 149
Chapter 9 Reinventing Media, and Other Variations on the Theme: Old Media Are Leading the Development of New Media--with Some Tech Twistsp. 163
Chapter 10 The Internet as Change Agent: Reinventing the Way We Communicate, Buy, Sell, Invest, Date, Send Greeting Cards, and Book a Tripp. 187
Chapter 11 Who Are These People Anyway? They Are Older, Richer, Hipper, and More Media Savvy than Any Other Generation of Consumersp. 209
Chapter 12 Does Advertising Have a Future? The Road Ahead Is Curvy and Treacherous, and Good Road Maps Are in Short Supplyp. 233
Reference Listp. 249
Indexp. 255