Future of Advertising

Group Members

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

Introduction

Welcome to our wiki-page about the Future of Advertising.

What is a advertising? According to Wikipedia:

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

On this page you will find our scenario planning process. You can see the research questions and findings, the driving forces, a system diagram of these driving forces and finally the 3 scenarios we made to point out what possibly can be the future of advertising from 2007-2011.

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 ads (by Chaitu)
• Increasing importance of brand equity (by Klaas-Jan)
• Becoming one "global village" (by Klaas-Jan)
• Information overload (by Klaas-Jan)

System diagram

Below you see a thumbnail of our system diagram. Click on the thumbnail to see the high-resolution version. Note: the black arrows indicate a positive relationship, the red arrows a negative relationship.

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
• 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

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