March 2013
Article
Harvard Business Review

Advertising's New Medium: Human Experience

Format:Print

Abstract

Standard ad messaging and conventional creative executions and placements are rapidly becoming outmoded. To win consumers' attention and trust, marketers must think less about what advertising says to its targets and more about what it does for them. Rather than conceive ad campaigns with a beginning, a middle, and an end that hammer home a point, they must think about advertising—as well as the offerings it promotes—as a sustained and rewarding presence in consumers' lives.