Explain How Advertising Has Changed

Explain how advertising has changed.
Contemporary advertising is now more targeted and based on database management and interactive marketing techniques.Media of choice today include more micro-based channels (direct response and interactive internet/mobile)than macro-based (television,radio,magazines).The biggest challenge for advertisers now is how to combine the right media to effectively reach the target audience.In the past,the challenge was how to create the best message.Today it is essential that creative and media planners work closely together.