The Future of Advertising: New Media, New Clients, New Consumers in the Post-Television Age

Author:

Joe Cappo

Publisher:

McGraw Hill Education

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Publisher

McGraw Hill Education

Publication Year 2003
ISBN-13

9780071403153

ISBN-10 0071403159
Binding

Hardcover

Number of Pages 260 Pages
Language (English)
Dimensions (Cms) 24 X 14 X 2
Weight (grms) 444

Advertising Age is the world's most widely read resource for advertising industry news, information, and analysis. McGraw-Hill's 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 today's 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 Cappo's 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

Joe Cappo

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.
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