Advertising: Trends and prospects

The advertising industry in the U.K. has for many years been regarded as a dynamic and growing industry. This paper examines the proposition and details the historical growth of the advertising industry during post war years and outlines structure through which that growth occurred. Furthermore, the author examines the structure of advertising expenditure both in terms of supply (that is the types of media utilized) and the demand (that is the types of commercial or industrial activity).

The author details surprising facts about the level of business at which the advertising industry is currently operating and examines the causes for the trends he discerns. As the Managing Director of an advertising agency formed in 1974 the author is both a qualified and deeply concerned writer.