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The Convergence Crisis

An Impending Paradigm Shift in Advertising

Joanna L. Jenkins

The Convergence Crisis tells the story of an impending paradigm shift in advertising. Beginning in the early 1840s with the birth of the first advertising agency and momentum spurred by industrial systems, the book provides a historical overview of significant events and socio-cultural economic factors that have occurred to explain how and why a [convergence] crisis has erupted in contemporary American advertising. Significant blurring of once-distinct boundaries and redistribution caused by convergence has led to new methods of communication being used in advertising and among audiences. The book intends to bring awareness, clarity, and understanding to the opportunities presented through convergence via its rich historical narrative and theoretical framework.
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Chapter 8: Moving Forward


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Advertising in Crisis

Advertising is in a state of crisis. History, theory, and context affirm its presence. Collective productivity within the discipline has ground to a halt. Stagnant earnings, increased costs, disintegrating relationships, futile strategies, fragmentation, panic, and massive layoffs characterize much of the industry. Analysts have predicted more downsizing and restructuring, leaving many advertising agencies to contemplate their future amid major cutbacks. Echoing the downsizing trend, multinational conglomerates such as Unilever and Procter & Gamble have announced massive job layoffs. Moreover, major brands, including Coke, Pepsi, and Avon, have reported impending advertising reductions (Neff, 2013).

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