Advertising in 2013

The application for the Spring 2010 Advanced Account Planning Class asked the applicants to think about the environment in which they would form their careers. Social media, networking, consumer engagement, all these words have received increased attention by the advertising industry. There seems to be a clear admission that the "age of interruptive advertising" is over.

Then what comes next? Will it involve the use and the metrics of alternative media, about corporate transparency and ethics, strength, participation and impact of social networks in advertising and in media? And, what else?

The following entries are from the graduate students who were applying the course -- Advanced Account Planning in the department of Advertising at the University of Texas at Austin. These graduate advertising students were asked to think as account planners in 2013 -- to give us their views on the relationship that will exist with large advertising networks, the role advertising will play in global trading and markets, the impact of new, mobile applications, consumer generated content and social networks . . . As well as fresh notions that represent their particular concerns. We hope you will enjoy reading these views of the future -- a very near-in future to be sure, but one that encompasses the rate of change that exists in technology and culture today. And, we would like to hear your comments and thoughts as well . . . send them to me.

Neal M. Burns, Ph.D.,Professor
Director, Center For Brand Research
Texas Advertising