Speaker’s Box: Advertisements Just Aren’t Advertisements Anymore: A New Typology for Evolving Forms of Online “Advertising”

Colin Campbell

Kent State University

Justin Cohen

Ehrenberg-Bass Institute for Marketing Science

Junzhao Ma

Monash University

The definition of advertising has never been more unclear.Randall Rothenberg, 2013

Ask just about anyone older than age 40 to define “advertising” and the answer would be pretty crisp:

It involves someone—usually an organization of some sort—paying for the right to display a message of his or her own choosing at a particular space or during a particular time, usually in some form of mass media with the aim of persuasion of some kind. (American Marketing Association [AMA], 2013)