What's new about the new advertisers?

Stephen King

Looks at the changes during the 1970s in the balance between advertisers and in the roles for advertising.

What's new about the new advertisers?

Stephen KingJ. Walter Thompson Company Limited

This article is based on Stephen King's paper at the Admap Conference in Paris, but because it is particularly relevant in the context of the following four articles it appears in this section rather than with other conference papers.

It is fairly easy to conclude that ADMAP's 1978 Conference 'The Revolution in Advertising?' got its titles wrong – except for the question marks – and that there's nothing new at all about the new advertisers. Or that there wouldn't be anything new about them, even if there...

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