Advertising and media redraw the lines: Advertising has gotten dirtier - or, at least, less predictable - as marketers vie for the attention of fickle consumers who are constantly being courted by rival brands in ways that had not even been dreamed up a few years ago. The content of ads has changed, and so have the ways in which the messages are delivered.
As the technological revolution whipped through the media industries, leaving "digital convergence" and fragmented audiences in its wake, the advertising industry first went into denial. [...]
But now the advertising business is responding by attempting to revolutionize the way in which it works.
One of the more visible signs of this, to people in the industry at least, is the emphasis on "integrated" advertising. Like the Scruffs campaign, this approach employs different media - television and print, for instance, but also the Internet, mobile phones or DVD giveaways - under one overriding idea.
