Television advertising: in need of reinvention?

Charles Dawson

As the media technologies carrying advertising messages advance in sophistication, commercial communication inexorably becomes more fragmented, more targeted and individual in focus, and more consumer-driven.

Television advertising: In need of reinvention?

Charles Dawson

As the media technologies carrying advertising messages advance in sophistication, commercial communication inexorably becomes more fragmented, more targeted and individual in focus, and more consumer-driven. Advertising as an industry continues to grow, but is still based on its original mass-communication models. The industry must now consider reinventing itself.

INTRODUCTION

Advertising agencies seem to be in an ambivalent mood as they ponder the impact of communication technology on their future. At one level, the advertising industry correctly sees - and fears - the multiplying opportunities for consumers to filter out commercial interruptions from...

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