Future of Advertising

Group Members

Sven Blom
Chen Li
Klaas-Jan Molendijk
Willem de Ruiter
Chaitu Satbhai

Introduction

What is a advertising? According to Wikipedia:

Generally speaking, advertising is the promotion of goods, services, companies and ideas, usually by an identified sponsor.

Research Questions and Findings

Please refer to Research Questions and Findings.

Driving Forces

• Legal issues (by Chen Li)
• Increasing company knowledge (by Chen Li)
• Increasing knowledge of consumer (by Sven)
• Increasing populairity of media on demand (by Sven)
• Peer 2 Peer technology (by Sven)
• Towards personalized advertising (by Willem)
• Advertising overload (by Willem)
• Rise of consumer-generated media (by Willem)
• Growing diversity of media (changing consumer's mediabehaviour) (by Chaitu)
• Consumer's ability to skip adds (by Chaitu)
• Increasing importance of brand equity (by Klaas-Jan)
• Becoming one "global village" (by Klaas-Jan)
• Information overload (by Klaas-Jan)

Scenarios

• Scenario 1: Full Governmental Control
• Scenario 2: Conservative Outlook on Advertising Future
• Scenario 3: Pull Advertising

References

• http://www.inc.com/magazine/20050801/future-of-advertising.html
• http://adverlab.blogspot.com/
• http://www.pcmag.com/article2/0,1895,1866501,00.asp
• http://www.economist.com/business/displaystory.cfm?story_id=2787854 (good article)
• http://advertising.about.com/od/planning/a/interactivetv.htm
• http://www.businessweek.com/magazine/content/01_13/b3725020.htm
• http://www.pcworld.com/news/article/0,aid,120065,00.asp
• http://businessweek.com/magazine/toc/06_13/B39770613futureoftech.htm
• http://www.deccanherald.com/deccanherald/jan232006/business1941292006122.asp
• http://en.wikipedia.org/wiki/Trade_bloc#Most_active_regional_blocs
• http://www.strategicpathfinder.com/advertising.html
• http://www.depthsofthemind.blogspot.com/
• http://www.marketingpower.com/content31000.php