The Next Twenty-Five Years : It's Time to Plan / Donald W. Jugenheimer.

There is a need in the advertising industry for prediction--of the future in general, of the new communication technology, and of the implications for advertising. Studies of the future in other disciplines have identified at least four separate future trends relevant to prediction and preparation for the future in advertising: within specified frameworks, most ostensibly institutional and creative, human behavior can be indistinguishably imitated by machine; distance is technically irrelevant; knowledge is emerging as the crucial resource of the economy; applications of these trends depend on economic, rather than social or political or scientific bases. By the turn of the century, most of these changes will have occurred or will be in process. Advertising has not done enough to prepare itself for this future; it must begin now to take the proper measures. (Author/TO)

Microfiche. [Washington D.C.]: ERIC Clearinghouse microfiches : positive.