The Golden Age of Advertising Is Still Ahead

The golden age of advertising may be just aheadcommercial messages.As a result, it is more
of us. This is according to Catherine Bension, CEOimportant than ever that all elements of
of Select Resources, one of the largestadvertising programs work from the same central
advertising agency search consultants in the world.theme or idea. Since reach and frequency needs
Bension presented at a recent ad industryare no longer met by using traditional media
conference in Milan, Italy on behalf of Worldwidemethods, an effective program requires that
Partners ( This is an interesting thought to ponder,messages rigorously reinforce each other at
given the complexities the proliferation of mediaevery point of consumer contact. Given the way
has brought to advertisers.Consider for a momentmost advertisers are organized, this is a tall
how difficult it is becoming for marketers toorder.Many advertisers have different groups
consistently get their messages in front of theirhandling advertising, direct marketing, sales
most important audiences. With myriad choices,promotion, Web site design, and public relations.
many advertisers are less visible to their coreWithin most organizations, these groups are
audiences. A primary reason is that consumersindependent and do not collaborate in ways to
are not consuming media in the ways they didensure success in this new media age.Advertising
even five years ago. While time in front of videoagencies are mostly organized in a manner similar
screens is increasing, these screens now includeto their clients. They run specialty areas like direct
e-mail, Internet web searching, video games, andmarketing, interactive, and advertising as separate
DVD movies. While much television is viewed,business entities. Each area is vertically integrated
TIVO is giving consumers control to skip overwith full service staffing.