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Advertising Reshaped – New Trends Bring New Challenges. How to Cope with Them?

Author

Listed:
  • Sasho Belovski

    (Charles University in Prague, Prague, Czech Republic)

  • Eva Caslavova

    (Charles University in Prague, Prague, Czech Republic)

Abstract

These days we are used to start our research papers, presentations, or business meetings that regard advertising with a deeply embedded presumption of and confidence in our knowledge about it. Throughout the modern history, each generation built its own understanding on this subject, reflecting the time and circumstances they lived in. What is interesting to observe is how each generation has the same confidence in knowing, but the knowledge itself is not the same. These occasional and gradual switches in understanding advertising are qualified by some as smooth development, and by others as big paradigm shifts.

Suggested Citation

  • Sasho Belovski & Eva Caslavova, 2016. "Advertising Reshaped – New Trends Bring New Challenges. How to Cope with Them?," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 11(2), pages 14-24.
    • Handle: RePEc:cub:journm:v:11:y:2016:i:2:p:14-24
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    More about this item

    Keywords

    advertising; traditional advertising; new media; new trends; comparison;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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