AnyBook4Less.com	Find the Best Price on the Web Order from a Major Online Bookstore
Home  |  Store List  |  FAQ  |  Contact Us  |
Ultimate Book Price Comparison Engine Save Your Time And Money Keyword AuthorISBN

Title: The Future of Advertising : New Media, New Clients, New Consumers in the Post-Television Age by Joe Cappo ISBN: 0-07-140315-9 Publisher: McGraw-Hill Companies Pub. Date: 27 May, 2003 Format: Hardcover Volumes: 1 List Price(USD): $24.95

Your Country USA Canada United Kingdom Australia Austria Belgium France Germany Italy Netherlands Switzerland Currency AutoUSD CAD GBP EUR AUD CHF Delivery Only cheapest delivery All delivery options Include Used Books Are you a club member of: Barnes and Noble Books A Million Chapters.Indigo.ca

Average Customer Rating: 4.67 (3 reviews)

Rating: 5
Summary: Best overall ad book on my shelf
Comment: I probably own over twenty books on marketing and advertising; weighty tomes written by the greats and near-greats. But Joe Cappo's crisply written new book is the best global overview I've seen yet. It clearly describes how the advertising industry has evolved dramatically over the past few decades -- and then speculates on the future twists and turns that may come to pass on the "advertising journey."

Will TV fade away and disappear? Of course not, and Cappo is the first to tell us that. But new ways of handling the challenges of commercial clutter (and of personal video recorders such as TiVo) must be innovated. Is the print medium at risk in the future? Perhaps, and that means newspapers most of all. (As this book points out, newspapers have a problem because they own their costly and inefficient printing presses, and are committed to an antiquated distribution system consisting of trucks rumbling through metropolitan areas to deliver their burdens to readers' doors.) The Internet, which came out of nowhere in the 90's -- and caught most advertising professionals flat-footed -- will continue to have a growing and enormous impact on consumers and businesses. (FYI, Cappo tells us that a study covering usage of all media forms revealed that by April, 2002 fully 25% of respondents were getting their daily dose of news ONLINE. Amazing.)

I'm sort of an old codger with a lot of years logged at advertising agencies. But Cappo's book makes me wish I were a kid of 21 again -- bright-eyed and launching into a career in the provocative and ever-changing world of advertising.

So if you're looking for an informative, entertaining, "short course" on the past, present and future of the ad biz, buy this book. I gave it 5 stars. (And I'd have given it 6 if Amazon allowed that over-the-top option.)

Rating: 5
Summary: WHAT?
Comment: I am not sure if the last "person" from Hong Kong read this book or not, but the idea that TV advertising is a thing of the past is ridiculous...

I guess that means no one watches TV anymore right?

I have not read this book either, but I had to make a comment to off-set the previous one...

Rating: 4
Summary: There is No Future In Advertising
Comment: Simply put, there is no future in advertising.

Tv advertising, especially, is losing its edge.

The Word of Mouth (Permission Marketing included) and the Word of Mouse (Internet-based, Multi-media driven Marketing Communications Tools) have made the word, advertising obsolete.

Read this book if you are still in the old age industry of Advertising--especially the TV Commercials production fields.

Similar Books:

	Title: The Power of Persuasion : How We're Bought and Sold by Robert V. Levine ISBN: 0471266345 Publisher: Wiley Pub. Date: 07 February, 2003 List Price(USD): $24.95
	Title: The End of Advertising as We Know It by Sergio Zyman, Armin Brott ISBN: 0471225819 Publisher: Wiley Pub. Date: 06 September, 2002 List Price(USD): $27.95
	Title: Casting for Big Ideas: A New Manifesto for Agency Managers (An Adweek Book) by Andrew Jaffe, Andrew Jaffe ISBN: 0471309540 Publisher: John Wiley & Sons Pub. Date: 13 June, 2003 List Price(USD): $29.95
	Title: IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns by Don E. Schultz, Heidi Schultz, Don Schultz ISBN: 0071416625 Publisher: McGraw-Hill Companies Pub. Date: 26 September, 2003 List Price(USD): $39.95
	Title: And Now a Few Words From Me : Advertising's Leading Critic Lays Down the Law, Once and For All by Bob Garfield ISBN: 0071403167 Publisher: McGraw-Hill Companies Pub. Date: 21 January, 2003 List Price(USD): $24.95