Marketing (Beograd. 1991) (Jan 2006)

The future of advertising: Implications for marketing and media

  • Moeller Leslie H.,
  • Frelinghuysen John B.,
  • Vollmer Christopher A.H.

Journal volume & issue
Vol. 37, no. 3
pp. 127 – 132

Abstract

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Throughout 2005, Booz Allen Hamilton engaged in a dialogue on the Future of Advertising with Fortune 500 CMOs and senior media and entertainment executives. From these conversations, our client work, and research we've conducted with the Association of National Advertisers (ANA), it has become abundantly clear that shifts in consumer, marketer, and media behavior have passed a tipping point. We expect 2006 to open a widening gap between those marketers and media companies that know how to engage an increasingly "in-control" consumer-and those that do not.

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