The Definition of Advertising Has Never Been More Unclear

But it doesn’t anymore. Now, there is no machine or even consensus on the basic definition of advertising. And that is the source of both opportunity and crisis.

Today’s media landscape keeps getting more diverse—it’s broadcast, cable and streaming; it’s online, tablet and smartphone; it’s video, rich media, social media, branded content, banners, apps, in-app advertising and interactive technology products like Sherwin-Williams’ Chip It! It’s even physical interactive gear, like Nike+ Fuelband. Pushed an inch farther, the new Google Chromecast dongle could fit under that marketing classification, and the smart watches on the horizon will be yet another platform.

Meanwhile, what we might term the ideological landscape of advertising has become so varied it’s downright contradictory, even contentious. There are those who insist advertising is and must be social—absent social connectivity a message can no longer be heard. There are those who say advertising is and must be mobile—without a connection to place, it is irrelevant to the sales process. Others say advertising is and must be a utility—it must serve a consumer’s needs, and not just inform. Still others say advertising is and must be liquid—it must create experiences that cross media platform barriers, or else it will barely cross consumers’ awareness threshold.

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