Axtria Principals David Wood, PhD and Randy Risser present analytical techniques developed in Axtria's R&D labs.
The world of advertising will have to undergo a serious change if it has to survive. Though Facebook’s ascent as a viable alternative to the traditional media has been temporarily quelled, it is only a matter of time before they are back to challenge the domination of television as the primary medium of reaching out to the masses. To ensure that television ads are less of a drain on the advertiser’s pockets and also to ensure that there is less customer fatigue, there needs to be a number of changes made to the conventions of advertising, and ensure that advertising creates a pull rather that the push it receives now. But beyond these problems, which can be discussed separately, is the big challenge that brand managers continue to face on a daily basis, which is of shrinking budgets for advertising expenditures. If the last problem is solved creatively, it could address parts of the other problems that were mentioned earlier.