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

(to do at monday after class)

• Increasing information availebility for consumers (internet comparing)
• Increasing knowledge of consumer
• Increasing populairity of media on demand
• Growing diversity of media (changing consumer's mediabehaviour) (by Chaitu)
• Towards personalized advertising (by Willem)
• Advertising overload (by Willem)
• Consumer's ability to skip adds (by Chaitu)
• Increasing importance of brand equity (by Klaas-Jan)
• Becoming one "global village" (by Klaas-Jan)

References

(yet incomplete)

• 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