The prediction, in brief:

In the one-to-one future … successful advertisers will have to stop their frenetic shouting at customers, and will instead offer polite invitations … There will indeed be a booming market for advertising-on-demand. Consumers will look up advertising whenever they wish to begin thinking about buying something, or when they want to compare prices, features, or services … As customers opt out of traditional shotgun advertising (why? because they can), advertisers will, more and more, include brand messages as integral parts of entertainment and information programs.

Predictor: Schrage, Michael

Prediction, in context:

In a 1994 article about advertising in the digital age for Wired magazine, Michael Schrage, an MIT Media Lab fellow and columnist for Adweek magazine, writes:”In the one-to-one future, three forms of advertising will dominate interactive media: Invitational advertising: Successful advertisers will have to stop their frenetic shouting at customers, and will instead offer polite invitations designed to initiate or continue individual customer dialogues. Starting a dialogue, either with a current customer or with a potential new customer, will be the primary goal of any marketer hoping eventually to sell products or services … Solicited advertising: On the other hand, there will indeed be a booming market for advertising-on-demand. Consumers will look up advertising whenever they wish to begin thinking about buying something, or when they want to compare prices, features, or services … Integral advertising: As customers opt out of traditional shotgun advertising (why? because they can), advertisers will, more and more, include brand messages as integral parts of entertainment and information programs.”

Date of prediction: January 1, 1994

Topic of prediction: Getting, Sharing Information

Subtopic: Advertising/PR

Name of publication: Wired

Title, headline, chapter name: Is Advertising Dead? Adviruses, digimercials and memegraphics: The Future of Advertising is the Future of Media

Quote Type: Direct quote

Page number or URL of document at time of study:
http://www.wired.com/wired/archive/2.02/advertising_pr.html

This data was logged into the Elon/Pew Predictions Database by: Anderson, Janna Quitney