Date of this Version
Jones, V.K., & Tobaccowala, R. (2016). The Future of Advertising: What You Should Know. In R.E. Brown, V. K. Jones & M. Wang (Eds.), The New Advertising: Branding, Content and Consumer Relationships in the Data-Driven Social Media Era (pp.375-384). Santa Barbara, CA: Praeger, an imprint of ABC-CLIO.
We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; and facilitating self-marketing, aopposed to bombarding and outspending. And the overarching concept we all have to embrace? Change.
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