Broadband: Remaking The Advertising Industry

Evolving from the Marlboro Man in the 1960s to the Subservient Chicken in a recent Web campaign, advertising is undergoing a radical transformation. Harvard Business School professor Stephen P. Bradley, who is co writing a book on how broadband technologies are remaking many industries, discusses how advertising is responding to the challenges. Broadband technology is becoming more important to advertisers because of its ability to move the consumer closer to a transaction decision and to deliver clearly segmented audiences.