Getting Ready for the Next Generation of Marketing Communications

Arthur R. Tauder

Journal of Advertising Research, 2005, vol. 45, issue 01, pages 5-8

Abstract: Advanced Television will end the 100+ year master slave relationship between the mass media and the audience. The media, the marketer, and the audience will all benefit from time shifting, addressability, interactivity, and cross platform access. However, Advanced Television will face significant challenges as innovations will require open attitudes and changes in business models. There are steps to be taken now to facilitate the introduction of the next generation of television and marketing communications.

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