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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. 


advertising, convergence culture, experience economy, Fourth Industrial Revolution, technology

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