Abstract:

Significant changes in the media and marketing environments in the Triad countries within the next decade will suggest that advertising and marketing strategies should also change. This presentation is intended to motivate that change, and inspire advertisers and marketers to think beyond the old, tried and TRUE ways of doing things. In this paper, I will first summarize some facts and some predictions that support the idea that the world is changing in ways that are so important that, in order to compete effectively in the future, we must change our ways of advertising, too. Then I will draw upon a large file of advertising case histories that we have assembled from around the world in order to demonstrate a range of approaches that are being employed by advertisers in a variety of marketing environments. And, finally, I will suggest some general observations and lessons from these cases that may be relevant to the marketing activities undertaken by various marketers around the world.