A bottle of Gatorade in a TV show is called product placement, not advertising. Subway doing a deal with Kanye isn’t advertising either. It’s a promotional deal. Sure, it’s all part of marketing. What I’m talking about in this post are the two forms of traditional advertising that may be in danger: brand and direct response.

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Author of The Intention Economy, co-author of The Cluetrain Manifesto, Fellow of CITS at UCSB, alumnus Fellow of the Berkman Klein Center at Harvard.

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