What are important non-technological trends which affect advertising?

Non-technological trends are direction or sequence of events that has some momentum and durability (from Kotler).

Globalization: Globalization will bring changes in all levels from culture to communicating methods. Globalization is a very general descrpition, a 'megatrend' which influence almost every 'subtrends'. One excisting model developed by last year's IIB student is

Product customization: A certain group of customers’ needs is becoming more unique. Their favor, and the way to reach them is diversified.

Economic trend Ecnonmic trend can deeply influence people’s living style, purchase behavior, which can directly or indirectly impact advertising.

Because advertising is very culture sensitive, culture trends will certainly influence advertising. Other trends like social trends, political trends can also impact on advertising.