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

Cappo, Joe

Couverture rigide

ISBN 10 : 0071403159 ISBN 13 : 9780071403153

Editeur : McGraw Hill Higher Education, 2003

Synopsis

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 advertising 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; and Internet and E-tailing initiatives.

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À propos de l'auteur

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

Détails de l'édition

• Éditeur: McGraw Hill Higher Education
• Date d'édition: 2003
• Langue: anglais
• ISBN 10: 0071403159
• ISBN 13: 9780071403153
• Reliure: Relié
• Nombre de pages: 260
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible