
Advertising at the Crossroad
$37.00
Author: | John Philip Jones and Mary Baumgartner Jones |
ISBN 13: | 9789391234867 |
Binding: | Hardbound |
Language: | English |
Year: | 2021 |
Subject: | Communication Mass Media and Journalism |
About the Book
The way we do business had, until very recently, remained largely static for over two centuries: large outputs, small profits per units, manufacturing efficiency and oligopolistic competition. Supporting the system was print and broadcast advertising. But in the last couple of decades, the world has seen a dramatic shift. Many advertised goods and services now tend to be high-involvement, and there is a shift to looking for fewer sales and more profit per unit as the ideal. Adding the greatest amount of flux to this model are social and digital media.