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Madison Vine

Author : Scott Donaton
ISBN : 0071458441
Genre : Business & Economics
File Size : 80. 78 MB
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From the sharp decline in CD sales to the fragmentation of network TV audiences, the business models of the entertainment and advertising industries are showing severe cracks. Advertising Age editor Scott Donaton-- who coined the term Madison & VineTM--lays out a case for why these industries will need to converge to survive, overcoming hurdles and creating business models based on content-commerce partnerships. Madison & Vine reveals how new technology is disrupting traditional business models, giving the consumer more control over the product. Donaton explains how these industries will need to overcome distrust, divergent agendas, and creative conflicts to form mutually beneficial alliances--or face the threat of extinction. Examines the factors that threaten business models of the advertising industry and nearly every entertainment industry sector Relates the glamorous inside stories of prominent Madison & Vine alliances "A superb analysis of the intersection of Madison and Vine. This convergence is the future financial model of the entertainment and advertising industries."--Mark Burnett, Creator/Executive Producer of "The Apprentice" and "Survivor" "Scott Donaton [has] written the definitive book about the mutual benefit that happens when filmmakers and marketers collaborate." --Harvey Weinstein, President, Miramax Films Corp. "Scott Donaton does more than lay out a road map of the future. A word to those who want some action in this crazily converging techno-centric world: read this book or be left behind."--Stanley Bing, bestselling author of What Would Machiavelli Do and Fortune magazine columnist "Unique and insightful, Scott provides an insider's look into the evolving business models of entertainment and advertising."--Donny Deutsch, Chairman and CEO, Deutsch Inc. "Scott Donaton knows the most important thing there is to know about the media business and that's what's happening to the advertising business. In this sharp, witting, and prescient book, he imagines the future of our business. It's a new game."--Michael Wolff, author of Autumn of the Moguls and Vanity Fair columnist "If you work in the media businesses, this book might help you figure out what you ought to do with the rest of your life before it's too late."--Kurt Andersen, bestselling author, editor, and host of NPR's "Studio 360"

Frenemies

Author : Ken Auletta
ISBN : 9780735220874
Genre : Social Science
File Size : 40. 69 MB
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An intimate and profound reckoning with the changes buffeting the $2 trillion global advertising and marketing business from the perspective of its most powerful players, by the bestselling author of Googled Advertising and marketing touches on every corner of our lives, and is the invisible fuel powering almost all media. Complain about it though we might, without it the world would be a darker place. And of all the industries wracked by change in the digital age, few have been turned on its head as dramatically as this one has. We are a long way from the days of Don Draper; as Mad Men is turned into Math Men (and women--though too few), as an instinctual art is transformed into a science, the old lions and their kingdoms are feeling real fear, however bravely they might roar. Frenemies is Ken Auletta's reckoning with an industry under existential assault. He enters the rooms of the ad world's most important players, some of them business partners, some adversaries, many "frenemies," a term whose ubiquitous use in this industry reveals the level of anxiety, as former allies become competitors, and accusations of kickbacks and corruption swirl. We meet the old guard, including Sir Martin Sorrell, the legendary head of WPP, the world's largest ad agency holding company; while others play nice with Facebook and Google, he rants, some say Lear-like, out on the heath. There is Irwin Gotlieb, maestro of the media agency GroupM, the most powerful media agency, but like all media agencies it is staring into the headlights as ad buying is more and more done by machine in the age of Oracle and IBM. We see the world from the vantage of its new powers, like Carolyn Everson, Facebook's head of Sales, and other brash and scrappy creatives who are driving change, as millennials and others who disdain ads as an interruption employ technology to zap them. We also peer into the future, looking at what is replacing traditional advertising. And throughout we follow the industry's peerless matchmaker, Michael Kassan, whose company, MediaLink, connects all these players together, serving as the industry's foremost power broker, a position which feasts on times of fear and change. Frenemies is essential reading, not simply because of what it says about this world, but because of the potential consequences: the survival of media as we know it depends on the money generated by advertising and marketing--revenue that is in peril in the face of technological changes and the fraying trust between the industry's key players.

The End Of Advertising

Author : Andrew Essex
ISBN : 9780399588518
Genre : Business & Economics
File Size : 84. 14 MB
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"One of the most successful admen of recent years throws down the ultimate challenge to his profession: innovate or perish. The ad apocalypse is upon us. Today millions are downloading ad-blocking software, and still more are paying subscription premiums to avoid ads. This $600 billion industry is now careening toward outright extinction, after having taken for granted a captive audience for too long, leading to lazy, overabundant, and frankly annoying ads. Make no mistake, Madison Avenue: Advertising as we know it is over. In this short, bound-to-be controversial manifesto, Essex offers both a wake-up call and a road map to the future. With trenchant wit and razor-sharp insights, he presents an essential new vision of where the smart businesses could be headed, to the cheers of advertisers and consumers alike"--

The King Of Madison Avenue

Author : Kenneth Roman
ISBN : 0230618340
Genre : Business & Economics
File Size : 59. 72 MB
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From the former CEO of Ogilvy & Mather, the first biography of advertising maverick David Ogilvy Famous for his colorful personality and formidable intellect, David Ogilvy left an indelible mark on the advertising world, transforming it into a dynamic industry full of passionate, creative individuals. This first-ever biography traces Ogilvy's remarkable life, from his short-lived college education and undercover work during World War II to his many successful years in New York advertising. Ogilvy's fascinating life and career make for an intriguing study from both a biographical and a business standpoint. The King of Madison Avenue is based on a wealth of material from decades of working alongside the advertising giant, including a large collection of photos, memos, recordings, notes, and extensive archives of Ogilvy's personal papers. The book describes the creation of some of history's most famous advertising campaigns, such as: * "The man in the Hathaway shirt" with his aristocratic eye patch * "The man from Schweppes is here" with Commander Whitehead, the elegant bearded Brit, introducing tonic water (and "Schweppervesence") to the U.S. * Perhaps the most famous automobile headline of all time--"At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock." * "Pablo Casals is coming home--to Puerto Rico." Ogilvy said this campaign, which helped change the image of a country, was his proudest achievement. * And his greatest (if less recognized) sales success--"DOVE creams your skin while you wash." Roman also carries Ogilvy's message into the present day, showing the contemporary relevance of the bottom-line focus for which his business ventures are remembered, and how this approach is still key for professionals in the modern advertising world.

Mad Women

Author : Jane Maas
ISBN : 9781429941143
Genre : Biography & Autobiography
File Size : 31. 16 MB
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"Breezy and salty." -The New York Times "Hilarious! Honest, intimate, this book tells it as it was." -Mary Wells Lawrence, author of A Big Life (In Advertising) and founding president of Wells Rich Greene "Breezy and engaging [though] ...The chief value of Mad Women is the witness it bears for younger women about the snobbery and sexism their mothers and grandmothers endured as the price of entry into mid-century American professional life." -The Boston Globe "A real-life Peggy Olson, right out of Mad Men." -Shelly Lazarus, Chairman, Ogilvy & Mather What was it like to be an advertising woman on Madison Avenue in the 60s and 70s - that Mad Men era of casual sex and professional serfdom? A real-life Peggy Olson reveals it all in this immensely entertaining and bittersweet memoir. Mad Women is a tell-all account of life in the New York advertising world by Jane Maas, a copywriter who succeeded in the primarily male jungle depicted in the hit show Mad Men. Fans of the show are dying to know how accurate it is: was there really that much sex at the office? Were there really three-martini lunches? Were women really second-class citizens? Jane Maas says the answer to all three questions is unequivocally "yes." Her book, based on her own experiences and countless interviews with her peers, gives the full stories, from the junior account man whose wife almost left him when she found the copy of Screw magazine he'd used to find "a date" for a client, to the Ogilvy & Mather's annual Boat Ride, a sex-and-booze filled orgy, from which it was said no virgin ever returned intact. Wickedly funny and full of juicy inside information, Mad Women also tackles some of the tougher issues of the era, such as unequal pay, rampant, jaw-dropping sexism, and the difficult choice many women faced between motherhood and their careers.

Advertising Age The Principles Of Advertising And Marketing Communication At Work

Author : Esther Thorson
ISBN : 9781111528751
Genre : Business & Economics
File Size : 76. 51 MB
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This book is the perfect accompaniment to any of the Advertising and IMC advertising texts. It can serve as a standalone textbook for introductory courses as well. For instructors, it offers the opportunity to engage students theoretically and practically and in a cost-effective way. The emphasis on applying research and theory to practice is shown graphically through literally hundreds of examples and outside references. Students will find the book to be accessible and easy to understand while rigorous in its investigation of communication practices. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Truevine

Author : Beth Macy
ISBN : 9780316337564
Genre : History
File Size : 90. 19 MB
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NATIONAL BESTSELLER The true story of two African-American brothers who were kidnapped and displayed as circus freaks, and whose mother endured a 28-year struggle to get them back. The year was 1899 and the place a sweltering tobacco farm in the Jim Crow South town of Truevine, Virginia. George and Willie Muse were two little boys born to a sharecropper family. One day a white man offered them a piece of candy, setting off events that would take them around the world and change their lives forever. Captured into the circus, the Muse brothers performed for royalty at Buckingham Palace and headlined over a dozen sold-out shows at New York's Madison Square Garden. They were global superstars in a pre-broadcast era. But the very root of their success was in the color of their skin and in the outrageous caricatures they were forced to assume: supposed cannibals, sheep-headed freaks, even "Ambassadors from Mars." Back home, their mother never accepted that they were "gone" and spent 28 years trying to get them back. Through hundreds of interviews and decades of research, Beth Macy expertly explores a central and difficult question: Where were the brothers better off? On the world stage as stars or in poverty at home? TRUEVINE is a compelling narrative rich in historical detail and rife with implications to race relations today.

The Perfect Age A Novel

Author : Heather Skyler
ISBN : 9780393248647
Genre : Fiction
File Size : 44. 9 MB
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A sun-baked, beautifully observed debut for readers who loved Amy and Isabelle—a mother and daughter come of age in Las Vegas. Helen is just fifteen, lanky and striking. She is a lifeguard at the pool at The Dunes hotel this summer—her first job, a step toward independence in a world beginning to treat her as an adult and a woman. Her mother, Kathy, watching Helen grow up, suddenly finds herself in a place equally uncertain: her children getting older, her stable marriage perhaps too stable, the slow days of summer leaving her adrift. When she meets Helen's boss, the manager at the pool, she chooses an affair that opens her to the idea of a different sort of life. Following Helen and Kathy through three summers, this novel is an intimate picture of two sexual awakenings under one roof and their aftershocks on a family. Heather Skyler shows us that the validity of life's deepest experiences—love, betrayal, acceptance—is never compromised by age. Reading group guide included.

Niche Envy

Author : Joseph Turow
ISBN : 9780262264969
Genre : Business & Economics
File Size : 22. 97 MB
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We have all been to Web sites that welcome us by name, offering us discounts, deals, or special access to content. For the most part, it feels good to be wanted--to be valued as a customer. But if we thought about it, we might realize that we've paid for this special status by turning over personal information to a company's database. And we might wonder whether other customers get the same deals we get, or something even better. We might even feel stirrings of resentment toward customers more valued than we are. In Niche Envy, Joseph Turow examines the emergence of databases as marketing tools and the implications this may have for media, advertising, and society. If the new goal of marketing is to customize commercial announcements according to a buyer's preferences and spending history--or even by race, gender, and political opinions--what does this mean for the twentieth-century tradition of equal access to product information, and how does it affect civic life?Turow shows that these marketing techniques are not wholly new; they have roots in direct marketing and product placement, widely used decades ago and recently revived and reimagined by advertisers as part of "customer relationship management" (known popularly as CRM). He traces the transformation of marketing techniques online, on television, and in retail stores. And he describes public reaction against database marketing--pop-up blockers, spam filters, commercial-skipping video recorders, and other ad-evasion methods. Polls show that the public is nervous about giving up personal data. Meanwhile, companies try to persuade the most desirable customers to trust them with their information in return for benefits. Niche Envy tracks the marketing logic that got us to this uneasy impasse.

The Golden Age Of Advertising The 50s

Author : Jim Heimann
ISBN : 3822840904
Genre : Business & Economics
File Size : 64. 91 MB
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Second in a series of books featuring advertising by era, All-American Ads of the 50s offers page after page of products that made up the happy-days decade. The start of the cold war spurred a buying frenzy and a craze for new technology that required ad campaigns to match. The nuclear age left its mark all over the advertisements, with a spotlight on planes, rockets, and even mushroom clouds. Shiny, big, beautiful cars abound, styled to keep up with the space age. Editor Jim Heimann, in his essay "From Poodles to Presley, Americans Enter the Atomic Age," explains: "Car designers came up with exaggerated tail fins for automobiles to express this new accelerated speed." Modernist home interiors look slick and shiny with their molded plastic furniture and linoleum floors. While clothing and furniture styles look strangely contemporary--a testament to our current obsession with vintage--some things have definitely changed. A baby sells Marlboro cigarettes! Also included are chapters on movies, food, and travel. --J.P. Cohen.

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