Research Paper on:
Advertising Industry Changes

Unformatted Sample Text from the Research Paper:
the advertising industry. Several issues are broached including globalization and the effect of the Internet. Bibliography lists 5 sources. SA144adv.rtf The advertising  business has probably never been more competitive. In the current economic climate-an economy that had been crumbling coupled with recent terrorism scares-advertising has taken a back seat. In fact, a  student writing on this subject will want to note that advertising in general suffers whenever the economy does. After all, when companies cut back, marketing and advertising are often expendable.  The advertising budgets are the first to get slashed. Ad budgets are in fact expected to be cut by 9% (Wells, 2001, p.131) in general during 2001, which is probably  the largest year-on-year decline since 1938. Many changes in the realm of advertising in fact have to do with the economy, but  not all. Yet, tied to economic realities and cutbacks, is increased competition. With less accounts, advertising agencies have become more competitive. Also, the role of the agency has changed as  the computer has taken a central place in the lives of people. As advertising goes from print to television to the Internet, the role of the agency has been immeasurably  altered. And while advertising agencies have had to change, part of the reason is that they are competing with other types of businesses, and not just other advertising agencies.  With budget constraints, and a fragmented audience, marketers are looking for cost-effective ways to reach consumers than what traditional advertising can offer (Wells, 2001). This means that creating or  funding entertainment is preferred where products may be embedded in a storyline or performance (2001). In other words, rather then spend money to hire an ad agency to promote a