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2020-02-10 14:27 來源：京東作者：京東

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內(nèi)容簡介: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.

作者簡介: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

目錄:Preface
Introduction: Reminiscences from a Skybox Overlooking the Advertising Arena  1
Ch. 1  And Then There Were Four: A Once-Entrepreneurial Business Consolidates into a Handful of Big Holding Companies  9
Ch. 2  What to Do When the Money Tree Dies?: The 15 Percent Commission is Gone, and Along with it the Primary Source of Agency Revenues  27
Ch. 3  Advertising Changes Its Tune: The Industry Takes a Broader Look at the Form and Function of Marketing  41
Ch. 4  Drowning in Media: Proliferation Nibbles Away at the Power of Traditional Mass Media  59
Ch. 5  The Dilution of Creativity: It's Tougher to Get the Attention of Consumers Swamped with Ad Messages  83
Ch. 6  There is No Line: Once-Scorned Alternatives Gain Respect and a Bigger Piece of the Marketing Pie  99
Ch. 7  Retailers Flex Their Muscles: Consolidation in the Retail Sector Imposes Pressure on Everyone in the Marketing Chain  121
Ch. 8  Integration: Key to the Future: Agencies Must Demonstrate that "Media-Neutral" Is More than a Pious Platitude  149
Ch. 9  Reinventing Media, and Other Variations on the Theme: Old Media Are Leading the Development of New Media - with Some Tech Twists  163
Ch. 10  The Internet as Change Agent: Reinventing the Way We Communicate, Buy, Sell, Invest, Date, Send Greeting Cards, and Book a Trip  187
Ch. 11  Who Are These People Anyway?: They Are Older, Richer, Hipper, and More Media Savvy than Any Other Generation of Consumers  209
Ch. 12  Does Advertising Have a Future?: The Road Ahead is Curvy and Treacherous, and Good Road Maps Are in Short Supply  233
Reference List  249
Index  255

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