Responding to the Challenges of our Changing World

The author sees an exciting future for advertising as marketers develop multicultural strategies, find new uses for new media and explore e-commerce and on-line information technologies.

Responding To The Challenges Of Our Changing World

The need to combine experimentation with a well defined vision

Julie T. Chan Johnson & Johnson

I can’t think of a more exciting time to be in the world of advertising.

We are at the forefront of change. Populations are shifting and groups are emerging that will transform our image of ourselves. We can pinpoint our target, as marketers have never done before, serving ads to people who we know purchase our products. Technology allows us to ‘click here’ and receive a purchase overnight and hear more about it through streaming...

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