New models of communication for the digital age

The advent of the digital age has changed the way many advertisers perceive how advertising works. In 1991, Mike Hall conducted research among creative agencies and clients and postulated four models of how advertising was perceived to work.

New models of communication for the digital age

Terry Willie

More has changed in marketing in the last five years than the previous thirty. It has been the most chaotic, interesting and invigorating time to be in the industry. With hindsight, perhaps the most remarkable thing of all was how little had really changed in the world of communications since the mid-1970s. Around that time, Stanley Pollitt and Stephen King had laid out the planning process, which became the blueprint for developing advertising. And, in 1974, Alan Hedges, in Testing to Destruction(1), wrote the definitive guide on how...

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