Ch 9 INFORMATION REVOLUTION, 1990-1999

Key Terms
account planning

advertising clutter Internet

browser Metrosexual
click-through paid search
corporate sponsorship portal
digital advertising product placement
digital video recorder (DVR) relationship marketing
direct marketing search engine
e-zines subcultures and niche markets
green marketing videocassette recorders (VCR)
Generation X web sites
Integrated marketing wild-posting
communications (IMC)

Review Questions

account planning “account planning”to bridge the gap between the traditional
agency research, account management, and creative departments. It also gave
them a new stream of revenue.

The 1990s marked the rise of account planning as an integral part of the
advertising process. The need came from the changing consumer environment and
a need to concentrate client research into a single department, which was spread
across marketing, advertising, and media-research departments. After the relevant
data was assimilated and analyzed, it could then be applied to the day-to-day
decision making on an account. The presence of such a department positioned
agencies as having exceptional creative solutions.
What set agencies such as Goodby Silverstein & Partners, Weiden & Kennedy,
and Deutsch apart was not so much a particular style as a general approach that
relied on account planning and “smart dialogue”with consumers.

1. Discuss the new communications technologies that appeared in the 1990s.

How did these new technologies affect advertising?

2. The Internet was originally developed without any ads for the U.S. military and
later connected research institutes but without advertising. How do you think the
Internet would have developed differently had it remained without ads?
3. With more emphasis on fact-based marketing in the 1970s, the concept of a
sound positioning strategy became important. Discuss the different forms a
positioning strategy in advertising took.

4. How did women impact the basic promotional appeal on many more accounts
as an increasing number of women moved into executive roles both in
corporations and advertising agencies? And, how did advertisers alter how they
portrayed women in American society as their roles in it changed?

5. How has the era of the Internet brought fundamental changes to media,
evolving from a one-way mass communication into an interactive communication
since the mid-1990s? How has the Internet brought changes to the advertising
industry and advertiser/customer relationships?

6. Review the technological developments since 1975 that had a significant

impact on the advertising industry. What new technologies are emerging that
promise more profound changes for advertisers in the next decade?

7. In particular, how did the work of Chiat/Day, Foote Cone & Belding, and Hal
Riney & Partners attract attention?