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

Copyright......Page 3
CONTENTS......Page 5
PREFACE......Page 7
INTRODUCTION Reminiscences from a Skybox Overlooking the Advertising Arena......Page 15
CHAPTER 1 AND THEN THERE WERE FOUR A Once-Entrepreneurial Business Consolidates int a Handful of Big Holding Companies......Page 23
THE BIG FOUR......Page 27
ROOM FOR MORE?......Page 29
CLIENT CONFLICTS STILL LOOM......Page 33
CHAPTER 2 WHAT TO DO WHEN THE MONEY TREE DIES? The 15 Percent Commission Is Gone, and Along with It the Primary Source of Age......Page 41
HOW THE COMMISSION SYSTEM WORKED......Page 44
REWARDING PERFORMANCE......Page 45
ENTER THE MEDIA SPECIALIST......Page 47
INTEGRATED MARKETING......Page 49
QUEST FOR REVENUES......Page 50
CHAPTER 3 ADVERTISING CHANGES ITS TUNE The Industry Takes a Broader Look at the Form and Function of Marketing......Page 55
ADVERTISING’S NEW MEANING......Page 60
LEARNING TO INTEGRATE......Page 64
LOSING ITS GLAMOUR......Page 67
CHAPTER 4 DROWNING IN MEDIA Proliferation Nibbles Away at the Power of Traditional Mass Media......Page 73
THE BEGINNINGS OF RADIO......Page 75
RADIO REINVENTS ITSELF......Page 77
NEWSPAPERS: A MEDIUM IN TROUBLE......Page 78
TROUBLE FOR MAGAZINES......Page 80
CABLE VERSUS BROADCAST......Page 81
THE INTERNET COMETH......Page 84
MEGA-MEDIA......Page 86
CHAPTER 5 THE DILUTION OF CREATIVITY It’s Tougher to Get the Attention of Consumers Swamped with Ad Messages......Page 97
BIGGER IS BLANDER......Page 102
A TOUGHER AUDIENCE......Page 103
GLOBAL ADS? NOT YET......Page 106
CHAPTER 6 THERE IS NO LINE Once-Scorned Alternatives Gain Respect and a Bigger Piece of the Marketing Pie......Page 113
DIRECT MARKETING......Page 117
SALES PROMOTION......Page 120
PUBLIC RELATIONS......Page 121
SPONSORSHIP......Page 127
CHAPTER 7 RETAILERS FLEX THEIR MUSCLES Consolidation in the Retail Sector Imposes Pressure on Everyone in the Marketing Chain......Page 135
SUPERMARKETS CROSS BORDERS......Page 140
CLOSEST TO CONSUMERS......Page 147
PRIVATE LABELS REDEFINED......Page 148
BIGGER AND FEWER RETAILERS......Page 149
NOT ALL SURVIVE......Page 151
CHAPTER 8 INTEGRATION: KEY TO THE FUTURE Agencies Must Demonstrate that “Media-Neutral” Is More than a Pious Platitude......Page 163
A NEW ROLE FOR AGENCIES?......Page 165
AGENCIES CHANGING......Page 169
INTEGRATION IS POSSIBLE......Page 171
CHAPTER 9 REINVENTING MEDIA, AND OTHER VARIATIONS ON THE THEME Old Media Are Leading the Development of New Media......Page 177
COMMERCIAL-FREE COMMERCIAL TELEVISION?......Page 182
A NEW ENEMY: PERSONAL VIDEO RECORDERS......Page 185
PUBLISHERS GO DIGITAL......Page 187
MULTIMEDIA PUBLICATIONS......Page 189
INTERACTIVE TELEVISION......Page 194
GOING TOO FAR?......Page 196
AN ENDLESS STREAM OF NEW MEDIA......Page 197
CHAPTER 10 THE INTERNET AS CHANGE AGENT Reinventing the Way We Communicate......Page 201
TECHNOLOGY’S MARKETING FLAW......Page 204
IS THE INTERNET AN ADVERTISING MEDIUM?......Page 206
A MULTIFUNCTIONAL MEDIUM......Page 208
BRANDING’S INTERNET VALUE......Page 217
CHAPTER 11 WHO ARE THESE PEOPLE ANYWAY? They Are Older, Richer, Hipper, and More Media Savvy than Any Other Generation......Page 223
THE MATURE MARKET......Page 229
THE WOMEN’S MARKET......Page 233
THE YOUTH MARKET......Page 235
THE IMMIGRANT FACTOR......Page 237
UNDERSTANDING VALUE SHIFTS......Page 240
CHAPTER 12 DOES ADVERTISING HAVE A FUTURE? The Road Ahead Is Curvy and Treacherous, and Good Road Maps Are in Short Supply......Page 247
ADVERTISING AGENCIES......Page 251
WHO WILL HANDLE INTEGRATION?......Page 252
MEDIA BUYING MOVES TO THE FOREFRONT......Page 255
THE BATTLE FOR CONSUMER ATTENTION......Page 256
TELEVISION IN THE POST-TELEVISION ERA......Page 258
WILL WE HAVE A POST-PRINT AGE?......Page 259
REFERENCE LIST......Page 263
INDEX......Page 269