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  • March 2013
  • Article
  • Harvard Business Review

Advertising's New Medium: Human Experience

By: Jeffrey F. Rayport
  • Format:Print
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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.

Keywords

Customers; Advertising

Citation

Rayport, Jeffrey F. "Advertising's New Medium: Human Experience." Harvard Business Review 91, no. 3 (March 2013): 76–84.

About The Author

Jeffrey F. Rayport

Entrepreneurial Management
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