Whatever Happened to Madison Avenue: Advertising in the '90s
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Abstract
From the author of Madison Avenue, USA, this is an analysis of the health and prospects of the advertising industry. In an era of international conglomerates, price promotions run amok, and vast data banks that increasingly can identify who buys what - by name - advertising is an industry that must adapt or suffer. Martin Mayer's prescription for the industry is highlighted with tales of advertising's great moments, such as the introduction of Gatorade. Advertising can add significant value to products, particularly through branding, as the wealthy proprietors of such brands as Campbell's soup can testify.