| Description |
xi, 260 p. ; 22 cm. |
| Bibliography |
Includes bibliographical references (p. 251-253) and Index. |
| Contents |
Reminiscences from a skybox overlooking the advertising arena -- And then there were four : a once-entrepreneurial business consolidates into a handful of big holding companies -- What to do when the money tree dies? : the 15 percent commission is gone, and along with it the primary source of agency revenues -- Advertising changes its tune : the industry takes a broader look at the form and function of marketing -- Drowning in media : proliferation nibbles away at the power of traditional mass media -- The dilution of creativity : it's tougher to get the attention of consumers swamped with ad messages -- There is no line : once-scorned alternatives gain respect and a bigger piece of the marketing pie -- Retailers flex their muscles : consolidation in the retail sector imposes pressure on everyone in the marketing chain -- Integration : key to the future : agencies must demonstrate that "media-neutral" is more than a pious platitude -- Reinventing media, and other variations on the theme : old media are leading the development of new media-with some tech twists -- The Internet as change agent : reinventing the way we communicate, buy, sell, invest, date, send greeting cards, and book a trip -- Who are these people anyway? : they are older, richer, hipper, and more media savvy than any other generation of consumers -- Does advertising have a future? : the road ahead is curvy and treacherous, and good road maps are in short supply. |
| Subject |
Advertising.
|
| ISBN |
0071462155 (pbk.) |
|
