This paper reports the results of a survey of leading U.S. advertising executives on trends expected to shape the industry into the next century, the activities their organizations are relying on to prepare for the future, and anticipated changes in the importance of advertising media. The data, from 414 respondents to a mail survey including senior executives from advertising agencies, advertisers and the media, are analyzed by group and an overall view of the transformations expected to occur is offered.
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Ducoffe et al. (1996) studied this question.
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