TY - JOUR T1 - Getting Ready for the Next Generation of Marketing Communications JF - Journal of Advertising Research JO - J Advert Res SP - 5 LP - 8 DO - 10.1017/S0021849905050117 VL - 45 IS - 1 AU - Arthur R. Tauder Y1 - 2005/03/01 UR - http://www.journalofadvertisingresearch.com/content/45/1/5.abstract N2 - Advanced Television will end the 100 year master/slave relationship between the mass media and the audience. The media, the marketer, and the audience will all benefit from time shifting, addressability, interactivity, and cross platform access. However, Advanced Television will face significant challenges as innovations will require open attitudes and changes in business models. There are steps to be taken now to facilitate the introduction of the next generation of television and marketing communications. ER -