摘要
The aim is to analyse the present and the possible future of the concept of advertising.The present concept is more related to the fact that marketers moved from a product focus to a sales focus,and now to eventually a relationship focus.The future concept is related to the growing customization of strategies based on the nature of the product category and the life-cycle stage of the product and the customers in the context of the development of the convergence culture,the experience economy and the new technologies connected to the Fourth Industrial Revolution.
