Prospects for the Management Sciences in Advertising

The advertising industry is likely to be three times its current size by 1985. In view of current labor force trends, it is unlikely that the advertising industry will be able to attract a sufficient number of people to service that volume of advertising. The key to servicing this large volume of advertising is likely to be the management sciences which will provide the basis for increased productivity in the advertising industry. On the basis of past technological trends in the industry, this paper attempts to make some predictions as to the kinds of activities that are likely to be required in the agency of the future and the kinds of skills and talents that will be needed to man the agency of the future.

• 저널Management Science · 13(2) · B–1
• 토픽Management and Marketing Education · Management of Technology and Innovation
• DOI10.1287/mnsc.13.2.b1
• 저자Benjamin Lipstein