ERIC Number: ED297383
Record Type: Non-Journal
Publication Date: 1988-Jul
Pages: 16
Abstractor: N/A
ISBN: N/A
ISSN: N/A
EISSN: N/A
Peering into the Future of Advertising.
Hsia, H. J.
All areas in mass communications (i.e., newspapers, magazines, television, radio, films, photos, and books) will be transformed because of the increasing sophistication of computer users, the decreasing costs for interactive computer systems, and the global adoption of integrated services digital networks (ISDN). ISDN refer to the digitization of data, voice, image, and eventually movies stored in mainframe or microcomputer and transmitted or retrieved through a fiber optic network interconnected with anything and everything electronic. Because ISDN coupled with computers will not only change established media, but create new media, how advertising will change must be systematically studied in terms of: (1) the impact of the inevitable emergence of the new media and new professions; (2) advertising databases and their effects on the advertising and marketing practices; (3) the marriage between news and advertising and the probable wedding between broadcast and print media; and (4) the ramifications of electronic news publishing, advertising database systems, and the eventual globalization of communications. The new-tech environment is bringing about a future in advertising that will create a new media, new advertising, and new professionals. (MS)
Publication Type: Speeches/Meeting Papers; Opinion Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A