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The Future of Advertising

Brandon

February 24, 2015
Brandon

Technological development caused the advertising industry to change dramatically over the years, but some basic principles as well as the purpose of advertising remain the same. Keith Reinhard breaks down advertising into three main time periods to portray the strategic changes that have occurred and will occur in the future.

In the second half of the 19th century, advertisers discovered the way to share a story in their messages to consumers that encompassed humor, irony and emotion without repeatedly pushing a message at consumers. At the end of the 19th century, digital and technological discovery gave advertisers various tools and methods to access consumers and surpluses of data.

Reinhard believes that a third major time period is beginning, which will combine the strategic changes seen in the two previous time periods. We are about to see an “enduring brand story,” the ultimate connection with audiences and understanding of consumers. Advertising words like “digital” and “traditional” will lose their meaning, Reinhard says, allowing advertising to blend and mean both strategic ideas.

Find out more from this article in AdWeek.