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| Author: | Clancy, K. |
| Title: | The Coming Revolution in Advertising: The developments which will separate winners from losers |
| Journal: | Journal of Advertising Research
1990 : FEB/MAR, VOL. 30, p.47-52 |
| Index terms: | ADVERTISING MEDIA MARKETING MIX EFFECTIVENESS |
| Language: | eng |
| Abstract: | 10 developments or trends are discussed which will radically transform advertising by 2020. Product failure rates and the shifting of dollars away from traditional advertising are the antecedents to the coming revolution in advertising. The persistent rates of failure are forcing marketers to consider more options and more alternatives for each component in the marketing mix. |
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