MCS001Madison Avenue: Changing Business Model | Marketing-Brand Marketing Communication Strategies Case Study

Business Case Studies, Brand / Marketing Communication Strategies and Advertising and Promotional Strategies Case Study, Interpublic, Marketing Case Study

print page
Tell A Friend
Bookmark
 

Case Categories

Brand / Marketing Communication Strategies and Advertising and Promotional Strategies Case Study

IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
Case Title:

Madison Avenue: Changing Business Model

Publication Year : 2004

Authors: D Gayatri & T Phani Madhav

Industry: Advertising

Region:USA

Case Code: MCS0009

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case StudyOR





Abstract:
Madison Avenue, which has been the home for the advertising industry in America, was facing several strategic inflection points by the end of the 1990s. Media fragmentation, Internet advertising, media consolidations, and ad-zappers like TiVo were, to name a few, emerging as a threat to the much-celebrated creativity-based model of the industry. In view of these threats, the creatives became cost managers of the industry who were concentrating a major part of their efforts on strategic cost-efficient media plans for their campaigns.

Pedagogical Objectives:

  • To discuss how Madison Avenue lost its power over price and control of the clients' advertising budgets
  • To discuss the sequence of changes that occurred both within and outside the industry, leading Madison Avenue to change its business model, focusing on targeted marketing rather than the traditional approach of the mass marketing age.

Keywords : Madison Avenue, Media buying, Media fragmentation, Advertising industry, Integrated marketing, Whole egg approach, Marketing Strategies Case Study, Commission based compensation, Conflict of interests, Mass marketing, On-line marketing, Micro-media, Dotcom advertising, Media consolidations, Pricing power

Contents:

  • Creatives to Cost Managers
  • Madison Avenue – Journey Through Creativity
  • "Whole egg" Approach
  • Mass Media Age Fading
  • The Age of Micro Media

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»







Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501504, Andhra Pradesh, INDIA, Phone: 08147-236660/61/62/72, Fax: 08147-236653,E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap