Are we asking higher ed advertising to do too much?


In The Inevitable: Understanding the 12 Technological Forces That Will Shape Our Future, author Kevin Kelly envisions a day when “the buildings we pass along the highway are screens themselves. They usually show advertisements that are aimed only at me, since they can custom focus images that only I see; other commuters see different images on the same screen.” 

While the thought-provoking book takes an optimistic tone, Kelly’s prediction on this point is somewhat discouraging.  We are already exposed to thousands of brand messages each day, and advances in technology are only going to produce more ways to deliver advertising.  More ads, more noise.

(As an aside, we read The Inevitable last academic year, as well as Originals: How Non-Conformists Move the World, as part of a book club that I organize for marketers on our campus.  In a recent post,…



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