Rising from the ashes of advertising
Article Abstract:
Interactive mass media loom as potentially displacing traditional mass media due to their greater stability to meet evolving communication needs. As interactivity increases, audiences become smaller, more homogeneous and more targeted. Owing to this shift in audience characteristics, advertising is predicted to become less intrusive, better targeted and increasingly accountable for results. Advertising agencies need to adopt an integrated marketing communications approach to be able to adapt to an interactive media environment.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1996
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Advertising trends: innovation and the process of creative destruction
Article Abstract:
The concept of 'creative destruction' describes the challenges faced by advertising agency personnel and academic researchers in the mid-1990s. This metaphor is illustrated by recent developments in advertising, each of which is innovative yet has a destructive element as well. Among these developments are advertisements that appear to be TV shows, advertising in cyberspace, the 'What's New!' Pavilion, Channel One and database marketing. These trends, while beneficial and enhancing quality of life, also have a downside.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1996
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