Advertising: Developments, trends, future

 

Why don't we read ads any more? This article argues it is not because this is a post-literate age when people don't want to read anything (as the Harry Potter phenomenon shows), but because we don't w ...

This article reviews developments in the advertising market in Japan during 2006 with predictions for 2007. With regard to advertising trends, it finds that total advertising expenditure in Japan rema ...

Joe Mandese, in his regular comment column, discusses two current opposing trends in the media business: firstly, trying to measure and understand the media platform's contribution to the message, and ...

Joe Mandese, in his regular comment column from Madison Avenue, discusses the changes in advertising and media thinking since P&G's CEO told the industry 'to let go' and cede control to consumers. He ...

Joe Mandese, in his regular column from the US, discusses the impact of new internet-based companies that allow advertisers to create ads, and plan and buy campaigns in local media. These provide a gr ...

The forthcoming 2008 Olympic Games will establish China as the second largest world economy, and confirm the shifting of power from West to East. This article summarises the reasons for China's rapid ...

In his regular comment column from Madison Avenue, Joe Mandese reflects on the key speeches from the 2006 conference of the US Association of National Advertisers (the ANA). Many proclaimed the 'new' ...

Adele Gritten, director at Quaestor Research and Marketing Strategists Ltd, explores the imminent changes in TV technology and viewer behaviour, and their impact on the way we look at TV advertising, ...

Patrick Christian, founder and managing director of Packet Vision, describes the exciting world of Internet Protocol Television (IPTV), where TV programmes are delivered via broadband networks to stan ...

Joe Mandese, in his regular comment column from Madison Avenue, discusses the reasons why, at a time when the advertising industry should be expanding with overall economic growth, it is being held in ...

Over the last three decades advertising and the context within which it occurs have changed beyond recognition. As the communications universe expands and society fragments, advertising has lost its t ...

Based on his book, 'Space Race - An inside view of the future of communications planning' - Jim Taylor, regional director of Mediaedge:cia, looks at how the communications industry will evolve over th ...

Advertising and marketing is undergoing a seismic shift as new technology engenders social change, and transforms the way consumers view commercial interaction. This article argues that 'brand' advert ...

Joe Mandese looks back at the predictions he made for 2005 (and reckons he got four right and three wrong), and looks ahead with seven new predictions for fundamental media change and radical developm ...

Jean-Paul Edwards, head of media futures at Manning Gootlieb OMD, describes four key trends that influence how new technologies are developing. Firstly consumers are increasingly choosing whether to ...

Ardi Kolah, who invented the concept of Brandcasting and set up a company, Brands as Broadcasters, five years ago, argues that conventional advertising is out of date and that a new paradigm is needed ...

John Grant, author of The New Marketing manifesto and After Image, provides ten clues to trends for the future and asks whether we can look forward to a more caring and sharing society, or even, marke ...

In the autumn of 2002, Jim Speros, the new Chair of the ANA, offers his top ten challenges and opportunities facing the marketing industry.

Foreign firms face a number of cultural, legal and industry challenges as China's television advertising industry is asked to contribute not only to the country's material civilisation but also its sp ...

The author sees an exciting future for advertising as marketers develop multicultural strategies, find new uses for new media and explore e-commerce and on-line information technologies.

Argues that advertising, and advertising research, are going through an exciting period of change, as technology and social changes enable marketers increasingly to focus on individual consumers rathe ...

This is a conceptual paper based on the evolution of marketing and advertising in a world that is increasingly dominated by technology. Markets, according to postmodern thought, are beginning to fragm ...

The author muses on five symptoms of millennial fever affecting the American consumer, and comments on their implications for advertising and marketing.

We are constantly hearing how the Internet, clutter, own-label brands and other hot topics are about to turn the advertising world upside down. But, important though some of these issues are, will the ...

There is much talk of interactive media in the trade press and elsewhere, but what is the reality for advertisers? This article considers the opportunities for interactive advertising which either exi ...

This article argues that interactive advertising has been over-hyped and will have little effect on the way people use media and respond to advertising. The ‘dialogue with the supplier’ that is promis ...

Advertising will not fall victim to interactive media. Interactive TV operated by smart devices is going to be the prime mass market success thanks to ease of use. Home shopping and infomercials will ...