Observations: How the roles of advertising merely appear to have changed
John R. Rossiter
University of Wollongong and Bergische University Wuppertal
Larry Percy
Copenhagen Business School
Introduction
For some time now we have noticed a tendency for advertising practitioners and academics to talk about the ‘changing role of advertising’. Indeed, this was the theme of the 2012 ICORIA conference in Stockholm. Perhaps perceived change has always been the case, as each new generation looks at the world as different from what went before. Much of the perceived change is due to the virtual obsession among marketers with getting their messages...