Advertising should always head toward where it can best deliver consumer experiences

If new media and new technologies can be used to engage consumers more, advertising should move in this direction.”  – Bobby Calder and Edward Malthouse, “Media Engagement and Advertising Effectiveness,” (Kellogg on Advertising and Media, 2008)

I’m sensing a shift of marketing dollars toward video and mobile. A must in all markets, even the US, not just the emerging ones.

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