The changing US media and marketing environment: implications for media advertising expenditures in the 1990s
Sushil Shergill
This paper outlines and analyses several major trends in marketing, retail, media and consumer buying areas that have been structurally impacting advertising expenditures in mass media. Based on this analysis, the author provides a reasoned outlook on why media advertising expenditures are unlikely to witness any dramatic resurgence in the US even after the recession is over. The implications gleaned from analysing various trends are used to argue that the prognostications made by some advertising and media executives are overly optimistic and...