The Future Of Advertising [平裝]

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