The golden age of advertising, as portrayed by Don Draper and his hard living cronies in Mad Men, is an enduring image. The masochism of the advertising trade, until very recently, reflected the bullying position that above-the- line advertising owned within the marketing mix. It was, without a doubt, the king.
Yes, above-the-line ads can be winners in the social media
With the advent of social media and digital marketing, are we now witnessing the death of traditional advertising? In this feature article The Drum speaks to agencies to find out what they think about the idea that traditional, above-the-line advertising is unable to survive, and if it is possible for it to continue. Richard Russell, creative director at DDB and a chairman of the Scottish Advertising Awards judging panel, believes that the key is simple: “Make your ad work harder and be better.”
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