The Future of Advertising
New Media, New Clients, New Consumers in the Post-Television Age
McGraw-Hill, 2003
Category:
Sales & Marketing
Get the summary
Subscribe today and dramatically increase your business knowledge in your own time and at an affordable rate. Our summaries will update your skills, jump-start your career and put you ahead of the pack. Learn how to thrive in every aspect of your professional life.
getAbstract rating
| Overall |
|
(6)Applicability |
|
Innovation |
|
Style |
|
(5)
(7)| Level of Expertise |
|
In this summary you will learn
- What changes the advertising industry has faced and what it must do to regain a dominant position
- How new direct marketing strategies combined with more traditional approaches can revitalize agency-client relationships
Why you should read The Future of Advertising
Once considered a glamorous, creative and positive influence on American popular culture, the advertising business has changed so dramatically it is almost unrecognizable today. Veteran journalist Joe Cappo uses a personal approach and an historical perspective to explain the problems advertising is facing. Two decades ago, some 20 major agencies, all independent and competing against each other, developed innovative, memorable campaigns for a variety of consumer products. But those days are over. Today, four global marketing communications holding companies control 55% of marketing expenditures. This consolidation curtailed creativity, which has resulted in agencies that produce very few memorable ads or integrated marketing efforts despite unprecedented resources. Refreshingly, Cappo does not temper his industry critique in this slightly disjointed, but well-written explanation, which is buttressed by short articles from other industry experts. Cappo sounds a wake-up call for agencies to reform themselves or lose out to more effective marketing approaches from upstart independent agencies or product manufacturers. getAbstract.com suggests that anyone responsible for advertising budgets or for developing marketing campaigns will benefit from Cappo’s view of the past - and possible future - of advertising.
About the author
Joe Cappo is senior vice president for Crain Communications, Inc., and the former publisher of Advertising Age magazine. He also served as the world president of the International Advertising Association.
If you wish to purchase 20 or more copies of this title (not the summary, but the actual book), please contact us at info@getAbstract.com. Make sure you include the title of the book and your phone number.
getAbstract makes it easy for you to access the summary of The Future of Advertising any time or any place. Once registered, you can choose from a variety of download formats: PDF for your computer, BlackBerry, iPhone, Kindle, PDA or other handheld devices. You can even obtain the audio version of many of our summaries.
Subscribe today to gain access to this summary as well as many other compelling titles!