Advertising ain't what it used to be. Gone are the days of the 15 percent commission and the guaranteed 100 million viewers tuning into "Bonanza" every Tuesday night. today it's all about divide and conquer guerrilla strategies and a seemingly endless march of new media, new markets, and new stealth techniques for flying under consumers, radar.
The Future of Advertising helps you make sense of it all with a 360 degree view of advertising today and a provocative glimpse into the industry of tomorrow. Industry veteran Joe Cappo examines 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 who provide their insights and anecdotes.
Chapter : 1 Reminiscenes from a skybox overlooking the advertising arena
Chapter : 2 And then there were four
Chapter : 3 Advertising changes lts tune
Chapter : 4 Drowning in media
Chapter : 5 The dilution of creativity
Chapter : 6 There ls no line
Chapter : 7 Retailers flrx their muscles
Chapter : 8 Integration : key to the future
Chapter : 9 Reinventing madia, and other variation
Chapter : 10 The internet as change agent
Chapter : 11 Does advertising have a future?