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


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 into the so-called ‘new media’. The reasoning seems to be that, because of the incredibly rapid growth of social media and other alternative ways of delivering advertisements, the very nature of advertising must be changing.