Wednesday, September 18, 2013

Quote, unquote: Today's unclear definition of advertising

Digital technologies have put the very definition of advertising and marketing up for grabs. Now, when a marketer asks for a new campaign, the response from the team is literally a question mark. “What kind of campaign?” “Which agencies should we ask for guidance?” “What do all these technology companies do?” “Is anyone right?” “Is everyone right?” “How do we measure success?” Every campaign, if it can even be called that, begins with a blank slate. There are just too many ways it could go.
-- Randall Rothenberg, president and CEO of the Interactive Advertising Bureau, writing in Adweek

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