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 of scenarios analysis of globalization developed by last year's IIB students is illustrated below:

According to this model, the three different results means many different possible situations in culture trends, global ecnomic trends, social trends, etc. Forthcoming research questions will give detail analysis in these trends.
Product customization:
There is no doubt that the market differentiation is becoming more explicit. Certain groups of customers’ needs are unique. Their favor, and the way to reach them is diversified. The consistency of the advertisement's content, media type, targetd market, and the product's sustainable competitive advantage is the criteria for a eligible advertisment.

Economic trends
Ecnonmic trend can deeply influence people’s living style, purchase behavior, which has direct or indirect impact on advertising.
One forthcoming research question will give detailed explaination.

Culture trends
Because advertising is very culture sensitive, culture trends will certainly influence advertising.
One forthcoming research question will give detailed explaination.

Other trends
Social trends, political trends can also impact on advertising.