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The Convergence Crisis

An Impending Paradigm Shift in Advertising

Joanna L. Jenkins

The Convergence Crisis tells the story of an impending paradigm shift in advertising. Beginning in the early 1840s with the birth of the first advertising agency and momentum spurred by industrial systems, the book provides a historical overview of significant events and socio-cultural economic factors that have occurred to explain how and why a [convergence] crisis has erupted in contemporary American advertising. Significant blurring of once-distinct boundaries and redistribution caused by convergence has led to new methods of communication being used in advertising and among audiences. The book intends to bring awareness, clarity, and understanding to the opportunities presented through convergence via its rich historical narrative and theoretical framework.

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190 the convergence crisis Advertising Division 31–32 Advertising expenditures 2, 50 Advertising factions 18–21, 120 Advertising industry 129 Advertising measurement 108, 113–118 Advertising professionals 140–141, 165–166 Advertising silos 120 Advertising visionaries 13–18, 167 AdWords 117 Affiliation 166 African American-owned agencies 60 African Americans 24, 60 Age cohorts baby boomers 148–150 millennials 150 Age of Enlightenment 25–26 Agency proponents 20 Air Jordan advertising campaign 87–90 Alka-Seltzer 56 Always Pure 17 Amazon 116–117 American Association of Advertising Agencies 21 American Telephone and Telegraph Company 23 American temperance movement 21–22 Anomalies 133, 155 Apple 82–83, 97 Apple’s “1984” commercial 82–83 Armstrong, Lance 146 Aschberner, Steve 90 Atmosphere advertising 20–21 Audience segmentation 164 Auletta, Ken 118 Autodidacticism 160 Avon 153 Ayer, Francis Wayland 17–18 B Baby boomers 55, 148–150 Baker, Rick 78 Barton, Bruce 46 Basquiat, Jean-Michel 72 Bates, Charles Austin 21 BBDO 47, 80, 83, 116 “Beat It” 76–77, 81 Bell, Alexander Graham 30 Benatar, Pat 73 Bergin, John 80 Bernbach, William 52–53, 55 Bezier curves 98 Bezos, Jeff 117 “Billie Jean” 75–76 Blue State Digital 114–115 Blurring 155, 167 Bolt, Usain 146 Boost Mobile 103 Bowerman, Bill 84 Bowie, David 74 Brand New Day (Sting) 110 Brand utility 161 Branded entertainment 108–111 Branding 166 Budweiser 103 buildabrand.com 116 Burnett, Leo 52–53 Burrell Communications 160 BuzzFeed 120 C Cable television 72, 89 Cadillac 103 Calkins, Elmo 38 Cannes Film Festival 167...

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