The Future of Advertising or Whatever We're Going to Call It. Issue 3 (2nd July 2016)
- Record Type:
- Journal Article
- Title:
- The Future of Advertising or Whatever We're Going to Call It. Issue 3 (2nd July 2016)
- Main Title:
- The Future of Advertising or Whatever We're Going to Call It
- Authors:
- Schultz, Don
- Abstract:
- Abstract : In this opinion piece, the author speculates on the future of advertising. Arguing that the challenge of predicting the future lies mainly in the lack of an acceptable definition of the field, the author solves that problem by developing a set of postulates to create boundaries for the theory and practice of the discipline. The postulates of the present discipline are used as the base from which the future might evolve. Three scenarios are proposed for the future of advertising: (1) creeping incrementalism, (2) reversal of buyer/seller roles, and (3) reinvention of the field. The author suggests that those scenarios will develop and play out based on the developmental speed and acceptance of the various technologies identified.
- Is Part Of:
- Journal of advertising. Volume 45:Issue 3(2016)
- Journal:
- Journal of advertising
- Issue:
- Volume 45:Issue 3(2016)
- Issue Display:
- Volume 45, Issue 3 (2016)
- Year:
- 2016
- Volume:
- 45
- Issue:
- 3
- Issue Sort Value:
- 2016-0045-0003-0000
- Page Start:
- 276
- Page End:
- 285
- Publication Date:
- 2016-07-02
- Subjects:
- Advertising -- Periodicals
Advertising -- Research -- Periodicals
659.105 - Journal URLs:
- http://www.tandfonline.com/toc/ujoa20/current ↗
http://www.tandfonline.com/ ↗ - DOI:
- 10.1080/00913367.2016.1185061 ↗
- Languages:
- English
- ISSNs:
- 0091-3367
- Deposit Type:
- Legaldeposit
- View Content:
- Available online (eLD content is only available in our Reading Rooms) ↗
- Physical Locations:
- British Library DSC - 4918.949000
British Library DSC - BLDSS-3PM
British Library HMNTS - ELD Digital store - Ingest File:
- 14501.xml