Is there a Future for Advertisers?

“There is little question that advertising or whatever we’re going to call the field in the future will change. The signs are too clear to ignore.”

Automation. Big data. Mobility. Transparency. As the world of mass advertising shifts rapidly to meet individual consumer needs and wants, advertising experts are asking, will it sustain itself? What is the future of advertising? Northwestern University professor, Dr. Don Schultz, writes a compelling, precinct article, titled, “The Future of Advertising (or Whatever We’re Going to Call It),” published in the Journal of Advertising, proposes three possible scenarios. It is a must read for advertising practitioners and consumers alike.

Schultz writes, “There is little question that advertising or whatever we’re going to call the field in the future will change. The signs are too clear to ignore. Will that change come based on proactive research on the future or will we continue to simply fill the gaps in what is perceived to be present knowledge? Will we continue to follow the same pathways and create the same footprints of those who have gone before us or will we set off on a new path, embracing change and acknowledging that new approaches are needed? That, to me, is the question of the future of advertising.”

Watch the video interview with Dr. Don Schultz here. Read the full article here.

The Journal of Advertising is the premier academic publication covering significant intellectual development pertaining to advertising theories and their relationship with practice.


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Taylor & Francis Group partners with researchers, scholarly societies, universities and libraries worldwide to bring knowledge to life. As one of the world’s leading publishers of scholarly journals, books, ebooks and reference works our content spans all areas of Humanities, Social Sciences, Behavioral Sciences, Science, and Technology and Medicine. From our network of offices in Oxford, New York, Philadelphia, Boca Raton, Boston, Melbourne, Singapore, Beijing, Tokyo, Stockholm, New Delhi and Johannesburg, Taylor & Francis staff provide local expertise and support to our editors, societies and authors and tailored, efficient customer service to our library colleagues.

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