The Hindu Business Line : Collapse of old certainties

This is the most exciting time to be working in advertising since the 1950s, declares Mark Tungate in Adland: A global history of advertising ( www.vivagroupindia.com). The ad industry, w hich has already gone through two revolutions, viz. ‘the invention of the printing press, and the creative revolution,’ is going through the third: ‘the one that is happening right now.’

What makes the current period so fascinating is that nobody really knows how advertising will evolve, observes Tungate. “Advertising’s future will not resemble its past. Experts are busy tracking increasingly slippery consumers and mapping their behaviour, but their findings always come with a question mark attached.”

For sure there will be mobile phones and the Internet and screens everywhere, but how will these intersect and interact, wonders the author. He fears that the advertising industry is in danger of looking like ‘a fat kid playing tag with a group of nimbler opponents who remain tantalisingly out of reach.’

However, there is this good news from Tungate to those who want to work in the ad industry: ‘the collapse of old certainties has given rise to new opportunities.’

Essential addition to your shelf.

D. Murali

http://BookPeek.blogspot.com

More Stories on : Books | Book Mark | Advertising

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
The Pharaoh’s Curse

Software and the road ahead

‘Watches are ice-breakers’

‘IPL is an idea whose time has come’

Getting the forecast right

Sharp sees the bigger picture

Rewarding good behaviours

Collapse of old certainties