The Creativity Challenge: Media Confluence and Its Effects on the Evolving Advertising Industry

The advertising landscape has experienced dramatic change over the past several years, as consumers spend more time online, have more control over traditional advertising vehicles, and chose to create and share their own content.

The Creativity Challenge: Media Confluence and Its Effects on the Evolving Advertising Industry

Kim Bartel Sheehan and Deborah K. MorrisonUniversity of Oregon

INTRODUCTION

You cannot open Ad Age or Adweekthese days without finding bold evidence that significant changes face the advertising industry. Some of these changes are good: interesting new work, innovative partnerships, big ideas that show what advertising can do for brands. But after more than a decade of such evidence, we also know that there are downsides to these changes: brands floundering in digital space, layoffs in agencies large and small,...

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