| The golden age of advertising may be just ahead | | | | commercial messages.As a result, it is more |
| of us. This is according to Catherine Bension, CEO | | | | important than ever that all elements of |
| of Select Resources, one of the largest | | | | advertising 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 industry | | | | are no longer met by using traditional media |
| conference in Milan, Italy on behalf of Worldwide | | | | methods, 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 media | | | | every point of consumer contact. Given the way |
| has brought to advertisers.Consider for a moment | | | | most advertisers are organized, this is a tall |
| how difficult it is becoming for marketers to | | | | order.Many advertisers have different groups |
| consistently get their messages in front of their | | | | handling advertising, direct marketing, sales |
| most important audiences. With myriad choices, | | | | promotion, Web site design, and public relations. |
| many advertisers are less visible to their core | | | | Within most organizations, these groups are |
| audiences. A primary reason is that consumers | | | | independent and do not collaborate in ways to |
| are not consuming media in the ways they did | | | | ensure success in this new media age.Advertising |
| even five years ago. While time in front of video | | | | agencies are mostly organized in a manner similar |
| screens is increasing, these screens now include | | | | to their clients. They run specialty areas like direct |
| e-mail, Internet web searching, video games, and | | | | marketing, 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 over | | | | with full service staffing. |