"In today's media-rich world, traditional advertising models are breaking down. Now, the consumer runs the show.
Successful advertising campaigns today are self-parodying and spark discussions rather than blatantly sell products."
[Source: "Authenticity over Exaggeration: The New Rule in Advertising", Harvard Working Knowledge]
1 comment:
How does 'brand utility' fit into this, if it does / if there is a connection. Trying explore the merits (or not) of brand utility at moment, any thoughts?
Eamon
www.media-planner.blogspot.com
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