ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book provides a contextual overview of the history of advertising. It argues that intersection of two powerful forces, future consumers' use of the empowering technologies and responses to the choices available to them. The book also identifies an under-30 generation for whom media consumption patterns that are embedded in the rhythms of new media: distributed, mobile and served on demand. It discusses the transformation in convergent media markets and the range of platforms and opportunities for advertising. The book describes how media are planned and bought and focuses on three main media platforms: television, print and out-of-home and examines 'programmatic' digital advertising. It offers an insight into the future of advertising and marketing up to 2025 and determines how far they want to be in control of their interactions with brands.
