Advertising Reshaped – New Trends Bring New Challenges. How to Cope with Them?

Sasho Belovski and Eva Caslavova ()
Additional contact information
Sasho Belovski: Charles University in Prague, Prague, Czech Republic
Eva Caslavova: Charles University in Prague, Prague, Czech Republic

Marketing Science & Inspirations, 2016, vol. 11, issue 2, 14-24

Abstract: These days we are used to start our research papers, presentations, or business meetings that regard advertising with a deeply embedded presumption of and confidence in our knowledge about it. Throughout the modern history, each generation built its own understanding on this subject, reflecting the time and circumstances they lived in. What is interesting to observe is how each generation has the same confidence in knowing, but the knowledge itself is not the same. These occasional and gradual switches in understanding advertising are qualified by some as smooth development, and by others as big paradigm shifts.

Keywords: advertising; traditional advertising; new media; new trends; comparison (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
https://msijournal.com/advertising-reshaped-new-trends-new-challenges/

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:11:y:2016:i:2:p:14-24

Access Statistics for this article

More articles in Marketing Science & Inspirations from Comenius University in Bratislava, Faculty of Management Contact information at EDIRC.
Bibliographic data for series maintained by Frantisek Olsavsky ().