From Publishers Weekly
Copyright 1999 Reed Business Information, Inc.
From Kirkus Reviews
Two experienced advertising pros present a wide-ranging menu of changes to be expected in the next few years and beyond. Change is the key factor driving profits for the goods and services advertising promotes, so the industry has developed an increasingly sophisticated set of analytical methods and systems for keeping clients up-to-date. This title treats readers to the latest information derived from such efforts. With prose echoing the casual patter of advertising lingo, the book reads like a lengthy popular magazine article, in contrast to the weightier pronouncements of similar efforts from academic sources. Both authors have extensive backgrounds in market research and foreign markets; the latter experience adds international flavor to many forecasts. They state that the contents are a ``road map'' to the future, and like these utilitarian guides, the contents are focused more on specifics than theory. Short segments cover a wide range of issues, from ``trend bites'' about ``hobbyist cooking'' and ``discreet branding'' to discussions of cyberspace commerce and ``the new man.'' Only a few subjects are covered in depthmedia audience trends, for exampleand many are presented as if only a single scenario were possible. Still, this fat compendium of useful items may help consumers and professionals sniff out essential targets of curiosity, investment, or entrepreneurial initiative. The major strength comes from the collections breadth and its intriguing tidbits about consumer culture in other countries. We learn, for instance, that in Japan 38 percent of males under 30 have changed the shape of their eyebrows. While these and other facts are drawn from conscientious research, the authors often fail to combine them into satisfactory arguments in support of larger themes or conclusions. A broad yet light-footed jumble of observations about the near-term future. -- Copyright ©1999, Kirkus Associates, LP. All rights reserved.