Product Description

Veteran industry observer Joe Cappo briefly recaps the factors that impacted the industry in the late 1990s, and gives you advice on how to best position yourself, your work, and your business.

Product Details

• Amazon Sales Rank: #510904 in Books
• Published on: 2005-10-10
• Original language: English
• Binding: Paperback
• 256 pages

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.

From the Back Cover

The shape of things to come--and 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, the three martini lunch, and the guaranteed 100 million captive viewers tuning into "Bonanza" every Tuesday night at nine. Today it's all about digital this and virtual that, divide-and-conquer guerilla strategies, and a seemingly endless march of new media, new markets, and new stealth techniques for flying under consumers' radar.

Now The Future of Advertising helps you make sense of it all by giving you a 360-degree view of the state of advertising today and a provocative glimpse into the industry of tomorrow. Industry veteran Joe Cappo offers his priceless analysis of 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 good-as-gold insights, opinions, and anecdotes.

But that's not all. The Future of Advertising also arms you with practical strategies for positioning yourself, your work, and your clients to meet the challenges of an ever-morphing market environment. You get an array of surprisingly 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 places for old media
• And much more

About the Author

Joe Cappo was involved in advertising for nearly forty years as journalist, executive, and critic and is now adjunct professor of advertising at DePaul University. He is the former publisher of Advertising Age and world president of the International Advertising Association

Customer Reviews

Best overall ad book on my shelf
I probably own over twenty books on marketing and advertising; weighty tomes written by the greats and near-greats. But Joe Cappo's crisply written new book is the best global overview I've seen yet. It clearly describes how the advertising industry has evolved dramatically over the past few decades -- and then speculates on the future twists and turns that may come to pass on the "advertising journey."

Will TV fade away and disappear? Of course not, and Cappo is the first to tell us that. But new ways of handling the challenges of commercial clutter (and of personal video recorders such as TiVo) must be innovated. Is the print medium at risk in the future? Perhaps, and that means newspapers most of all. (As this book points out, newspapers have a problem because they own their costly and inefficient printing presses, and are committed to an antiquated distribution system consisting of trucks rumbling through metropolitan areas to deliver their burdens to readers' doors.) The Internet, which came out of nowhere in the 90's -- and caught most advertising professionals flat-footed -- will continue to have a growing and enormous impact on consumers and businesses. (FYI, Cappo tells us that a study covering usage of all media forms revealed that by April, 2002 fully 25% of respondents were getting their daily dose of news ONLINE. Amazing.)

I'm sort of an old codger with a lot of years logged at advertising agencies. But Cappo's book makes me wish I were a kid of 21 again -- bright-eyed and launching into a career in the provocative and ever-changing world of advertising.

So if you're looking for an informative, entertaining, "short course" on the past, present and future of the ad biz, buy this book. I gave it 5 stars. (And I'd have given it 6 if Amazon allowed that over-the-top option.)

WHAT?
I am not sure if the last "person" from Hong Kong read this book or not, but the idea that TV advertising is a thing of the past is ridiculous...

I guess that means no one watches TV anymore right?

I have not read this book either, but I had to make a comment to off-set the previous one...

There is No Future In Advertising
Simply put, there is no future in advertising.

Tv advertising, especially, is losing its edge.

The Word of Mouth (Permission Marketing included) and the Word of Mouse (Internet-based, Multi-media driven Marketing Communications Tools) have made the word, advertising obsolete.

Read this book if you are still in the old age industry of Advertising--especially the TV Commercials production fields.