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: #817951 in Books
• Published on: 2005-10-10
• Original language: English
• Dimensions: .77" h x 5.94" w x 8.08" l, .75 pounds
• 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