The Future of Advertising : New Media, New Clients, New Consumers in the Post-Television Age
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Book Description
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
Book Info
Text develops a series of practical strategies for anticipating and managing change in a turbulent industry. Addresses major issues such as the impact of cable TV, direct marketing, and the Internet; the emergence of alternate marketing disciplines; and the disappearance of the mass market. Outlines a variety of solutions. DLC: Advertising.
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,Joe Cappo,McGraw-Hill,0071403159,Advertising,Advertising & Promotion,Business & Economics,Business / Economics / Finance,Business/Economics,United States,Business & Economics / Advertising & Promotion
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