An Impending Paradigm Shift in Advertising
Chapter 2: Dramatic Differences
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Advertising functioned as a fractured and disconnected community for more than 50 years after its inception. Although significant progress had been achieved, advertising agencies failed to gain the traction needed in order to move forward collectively. As a result, advertising struggled to become a full-fledged profession. Two main factors inhibited collective progression in advertising. The first factor was that there was no established paradigm to unite advertising. Second, power was highly concentrated among close-knit groups.
The absence of an established paradigm in advertising could be attributed to a lack of widespread knowledge. Advertising itself was relatively young. Consequently, there were diverse approaches to advertising and virtually all of them appeared valid. There was no standard upon which to determine the credibility or validity of varied approaches to advertising. Without a unifying paradigm there was an inability to distinguish facts from opinions. In addition, the knowledge and technology relied upon by advertising was in flux. Accordingly, advertising was fragmented and unstable. It had yet to ascend to a level of sophistication that could sustain a universal enterprise.
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