ABSTRACT
Advertising, marketing and PR remain distinct disciplines but in the convergence era they have deepening points of mutuality. It is important for researchers to understand something of why these points of mutuality are emerging, what hybrid techniques of promotional communication are evolving as a result, and how the advertising industry is attempting to respond to them. This chapter attempts to place these issues within a brief outline of traditional research trajectories within advertising and marketing, and it explores some of the ways in which changes in the media landscape are changing the way advertising is conceived, delivered and consumed.
