The Future of Advertising
Description
Advertising Age is the worlds
most widely read resource for advertising industry news, information, and analysis.
McGraw-Hills 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 todays
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 Cappos 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
Back
Cover
Who better to tell us about
the future of advertising than Joe Cappo? His years at Advertising Age and his vast
knowledge of the industry make for a deeply insightful book.
--Gordon T. Hughes II,
president and CEO, American Business Media
This book is an enjoyable
read for practitioners, educators, students, and anyone who loves advertising and wants to
learn more about this exciting, sometimes crazy, and constantly changing business.
--Joe Pisani, Ph.D.,
professor, Department of Advertising, University of Florida
Joe Cappo has been there and
done that, so he is eminently qualified to prognosticate with The Future of Advertising.
Every advertising and marketing executive can learn how we got here and where were going
next. A blueprint for the future.
--Don E. Schultz, professor
emeritus-in-service, Integrated Marketing Communications Department, Northwestern
University
How to advertise successfully
in a constantly morphing environment
Rapidly developing new
technologies, media outlets constantly proliferating and changing, markets dissolving and
reemerging almost daily, consumers becoming more skeptical by the minute--by the time you
say future, its already passé! How can advertisers, agencies, and traditional media
outlets adapt to and thrive in an environment that just keeps changing?
In The Future of Advertising,
veteran advertising columnist and publisher Joe Cappo develops a series of surprisingly
straightforward and practical strategies for anticipating and managing change in a
turbulent industry. Addressing 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, Cappo outlines a variety of innovative solutions,
including:
- Merging
above-the-line advertising with alternative 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
Gone are the days of the 15
percent commission on media buys, the three-martini lunch, and 100 million viewers tuning
into the same TV show every Tuesday night at nine. The proliferation of new media,
escalating competitive pressures, and the emergence of alternate marketing disciplines
have transformed the advertising industry. As rapidly as the industry has changed,
however, it continues to face new and daunting challenges, and those who wish to survive
in this uncertain future had better anticipate these challenges and find ways to overcome
them.
In The Future of Advertising,
ad-industry thought leader Joe Cappo offers provocative analysis of these recent changes
along with insightful projections of whats to come. He traces the consolidation of twenty
major agencies into four giant holding companies and explores the curious absence of a new
generation of swaggering advertising entrepreneurs on the model of Leo Burnett and David
Ogilvy. He examines the continuing impact of cable TV, direct marketing, and the Internet
on the advertising industry and traditional media and suggests strategies for adapting
to--and thriving in--this challenging new environment.
Laced with colorful anecdotes
from Cappos illustrious career, The Future of Advertising addresses such major issues as
the need for newspapers to transform themselves as radio did after the advent of
television; the growth of commercial-free, fee-for-service media such as HBO; and the
virtual disappearance of the mass audience. He explains why there is no longer any
distinction between above-the-line advertising and alternative below-the-line marketing
techniques and why agencies who choose to ignore this emerging truth do so at their peril.
Among the innovative ideas
youll find in this surprising look into the future are techniques for coordinating
traditional media advertising efforts with known online buying patterns; merging
traditional advertising with direct marketing via transactional TV; and marketing
traditionally youth-oriented products to an aging population. Youll also find entertaining
and perceptive commentaries from such industry leaders as John Emmerling, Phil Guarascio,
Bruce Mason, Dom Rossi, Fred Danzig, and more.
If you plan to spend any part
of your future in this rapidly morphing industry, its time to prepare yourself for the big
changes still to come. Start by reading The Future of Advertising.
Author
Biography
Joe Cappo is senior vice
president international for Crain Communications, Inc. He is the former publisher of
Advertising Age and former world president of the International Advertising Association.
260 PAGES