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Rating: 
Summary: WHAT?
Review: 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:
Summary: Best overall ad book on my shelf
Review: 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:
Summary: Best overall ad book on my shelf
Review: 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: 
Summary: A Good Read!
Review: Once considered a glamorous, creative and positive influence on American popular culture, the advertising business has changed so dramatically it is almost unrecognizable today. Veteran journalist Joe Cappo uses a personal approach and an historical perspective to explain the problems advertising is facing. Two decades ago, some 20 major agencies, all independent and competing against each other, developed innovative, memorable campaigns for a variety of consumer products. But those days are over. Today, four global marketing communications holding companies control 55% of marketing expenditures. This consolidation curtailed creativity, which has resulted in agencies that produce very few memorable ads or integrated marketing efforts despite unprecedented resources. Refreshingly, Cappo does not temper his industry critique in this slightly disjointed, but well-written explanation, which is buttressed by short articles from other industry experts. Cappo sounds a wake-up call for agencies to reform themselves or lose out to more effective marketing approaches from upstart independent agencies or product manufacturers.we suggest that anyone responsible for advertising budgets or for developing marketing campaigns will benefit from Cappo's view of the past - and possible future - of advertising.
Rating:
Summary: There is No Future In Advertising
Review: 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.
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