The advertising business is going through rapid changes due to consolidation and globalization. Meanwhile, advertisers, more than ever before, want to create a seamless global brand—they need the services of multinational agencies and consultants who can help them in dozens of countries worldwide. Campaigns and branding, regardless of scale, must be consistent and cost-effective.

Online advertising is booming. Search engines such as Yahoo! and Google are seeing revenues soar thanks to paid search inclusion. Also, more and more of advertising budgets are being directed to online ads. Advertisers of all types have learned that targeted ads online are now highly productive. Newspapers, magazines, radio and television are trying to adapt and evolve to changes in audiences and technology.

Vital to businesses of all types, the fields of advertising, marketing and branding and public relations are covered in-depth in this important volume, from television advertising to direct mail, from online advertising to branding and image, from agencies to consultants. This book includes an analysis of advertising and marketing trends, globalization, technologies, finances and more.

This carefully-researched book (which includes a database of leading companies on CD-ROM) is a complete reference tool for everything you need to know about the business of advertising, branding, marketing and public relations, including:

1.       Advertising, branding and marketing industry trends and market research

2.       Advertising agency consolidation, mergers, acquisitions, globalization

3.       Consumer audience trends and changes in consumer habits viewing

4.       Search engine paid placement and marketing trends

5.       Online marketing and advertising trends, both B2B and B2C

6.       Media industry consolidation

7.       Advertising budgets

8.       Proliferation of media outlets

9.       Audience fragmentation

10.   Trends in advertising on television, radio, magazines and newspapers

11.   Trends in branding and private-label merchandising

12.   Hispanic market growth

You’ll find a complete overview, industry analysis and market research report in one superb, value-priced package. It contains thousands of contacts for business and industry leaders, industry associations, Internet sites and other resources. This book also includes statistical tables, an industry glossary and thorough indexes. The corporate profiles section of the book includes our proprietary, in-depth profiles of the 350 leading companies in all facets of the advertising, branding and marketing industry. Here you'll find complete profiles of the hot companies that are making news today, the largest, most successful corporations in the business. Purchasers of either the book or PDF version can receive a free copy of the company profiles database on CD-ROM, enabling key word search and export of key information, addresses, phone numbers and executive names with titles for every company profiled.


"This new guide broadly covers data and areas of interest ranging from branding strategy and trends to emerging technology…reliable, authoritative resource."

American Reference Books Annual