Brand building in the 21st century

Lori Wellinghoff

This paper examines the changes in media planning over the past thirty years. In the past television was dominant.

brand building in the 21st century

Lori WellinghoffClear Channel Advantage

'Better jump out of the pot before you get scorched.' That's the most important message I can deliver to you, Mr./Mrs. Advertiser. Get the heck out of that pot while you still can; while you still have time to modify your vision of how best to persuade consumers to try your detergent, drink your beer, drive your SUV, eat your candy bar, or make a deposit at your bank.

Advertisers must respond to the realities of today's jaded, on-the-go, ever-elusive consumer, or risk being a casualty of the 'boiling...

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