Advertising into the next millennium

This is a conceptual paper based on the evolution of marketing and advertising in a world that is increasingly dominated by technology. Markets, according to postmodern thought, are beginning to fragment, yet at the same time they are creating greater challenges for advertisers. Individuals are both isolated and at the same time interconnected with virtually the whole world via computers. Advertising has for a long time been based on a one-to-many communications model, yet new technology offers the possibility of a computer-mediated environment, in effect, a virtual world. This paper tries to make sense of the Internet and contemporary thought for developing advertising effectiveness. It concludes with eight propositions for further empirical research into the area of advertising effectiveness in a computer-mediated environment, in a postmodern world.