The future of advertising: an excerpt
From a survey for Rheinische Friedrich-Wilhelms-Universität (Bonn University) that I completed earlier today.
Based on your expertise, please tell us which other myths or truths will be important for the future of adertising (sic).
16. Other key myths:
Social responsibility will catch on as the primary reason people support a brand.
17. Other key truths:
Traffic or influence on the web will still depend on the brand, rather than promotional spend, and this pattern continues in to other new media.
18. The next “big thing” in advertising will be:
Consumer-created advertising having all the appeal of anything crafted by the agencies, and being coopted in full by the brands themselves.
The last one I feel particularly strong about: an extension of Stefan Engeseth’s One principles.
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