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008    030108s2003    ilu      b    001 0 eng   
010      2003041335 
020    0071403159 
035    (OCoLC)ocm51511198 
035    392324 
040    DLC|beng|cDLC|dIOJ 
042    pcc 
043    n-us--- 
049    RIDM 
050 00 HF5821|b.C32 2003 
082 00 659.1|221 
090    HF5821 .C32 2003 
100 1  Cappo, Joe.|0https://id.loc.gov/authorities/names/
       n88286866 
245 14 The future of advertising :|bnew media, new clients, new 
       consumers in the post-television age /|cJoe Cappo. 
264  1 Chicago, Ill. :|bMcGraw-Hill,|c2003. 
300    xi, 260 pages ;|c22 cm 
336    text|btxt|2rdacontent 
337    unmediated|bn|2rdamedia 
338    volume|bnc|2rdacarrier 
504    Includes bibliographical references (pages 251-253) and 
       Index. 
505 0  Reminiscences from a skybox overlooking the advertising 
       arena -- And then there were four : a once-entrepreneurial
       business consolidates into a handful of big holding 
       companies -- What to do when the money tree dies? : the 15
       percent commission is gone, and along with it the primary 
       source of agency revenues -- Advertising changes its tune 
       : the industry takes a broader look at the form and 
       function of marketing -- Drowning in media : proliferation
       nibbles away at the power of traditional mass media -- The
       dilution of creativity : it's tougher to get the attention
       of consumers swamped with ad messages -- There is no line 
       : once-scorned alternatives gain respect and a bigger 
       piece of the marketing pie -- Retailers flex their muscles
       : consolidation in the retail sector imposes pressure on 
       everyone in the marketing chain -- Integration: key to the
       future : agencies must demonstrate that "media-neutral" is
       more than a pious platitude -- Reinventing media, and 
       other variations on the theme : old media are leading the 
       development of new media-with some tech twists -- The 
       Internet as change agent : reinventing the way we 
       communicate, buy, sell, invest, date, send greeting cards,
       and book a trip -- Who are these people anyway? : they are
       older, richer, hipper, and more media savvy than any other
       generation of consumers -- Does advertising have a future?
       : the road ahead is curvy and treacherous, and good road 
       maps are in short supply. 
650  0 Advertising.|0https://id.loc.gov/authorities/subjects/
       sh85001086 
650  0 Advertising|zUnited States.|0https://id.loc.gov/
       authorities/subjects/sh2007100691 
650  7 Advertising.|2fast|0https://id.worldcat.org/fast/797511 
651  7 United States.|2fast|0https://id.worldcat.org/fast/1204155
856 41 |3Table of contents|uhttp://www.loc.gov/catdir/toc/fy038/
       2003041335.html 
856 42 |3Contributor biographical information|uhttp://www.loc.gov
       /catdir/bios/mh041/2003041335.html 
856 42 |3Publisher description|uhttp://www.loc.gov/catdir/
       description/mh031/2003041335.html 
901    MARCIVE 20231220 
935    392324 
994    E0|bRID