{"id":"https://openalex.org/W2291551062","doi":null,"title":"\u201cRe-visiting the Prognostications of Quest & Associates on the Advertising of the Future\u201d","display_name":"\u201cRe-visiting the Prognostications of Quest & Associates on the Advertising of the Future\u201d","publication_year":2012,"publication_date":"2012-01-01","ids":{"openalex":"https://openalex.org/W2291551062","mag":"2291551062"},"language":"en","primary_location":{"id":"mag:2291551062","doi":null,"is_oa":true,"landing_page_url":"http://www.arabianjbmr.com/pdfs/OM_VOL_3_(4)/4.pdf","pdf_url":null,"source":{"id":"https://openalex.org/S4210209197","display_name":"Lagos Notes and Records","issn_l":"0075-7640","issn":["0075-7640"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310321518","host_organization_name":"African Journals OnLine","host_organization_lineage":["https://openalex.org/P4310321518"],"host_organization_lineage_names":["African Journals OnLine"],"type":"journal"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":"Lagos Notes and Records","raw_type":null},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"http://www.arabianjbmr.com/pdfs/OM_VOL_3_(4)/4.pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5034280036","display_name":"Charles Nwachukwu","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I181631907","display_name":"University of Ibadan","ror":"https://ror.org/03wx2rr30","country_code":"NG","type":"education","lineage":["https://openalex.org/I181631907"]}],"countries":["NG"],"is_corresponding":true,"raw_author_name":"Charles Nwachukwu","raw_affiliation_strings":["Department of Theatre Arts, University of Ibadan, Nigeria"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Theatre Arts, University of Ibadan, Nigeria","institution_ids":["https://openalex.org/I181631907"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5034280036"],"corresponding_institution_ids":["https://openalex.org/I181631907"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.44910532,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"18","issue":"1","first_page":"59","last_page":"72"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.6166999936103821,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.6166999936103821,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13496","display_name":"Advertising and Communication Studies","score":0.32589998841285706,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13025","display_name":"American History and Culture","score":0.0357000008225441,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/future-of-advertising","display_name":"future of advertising","score":0.8220000267028809},{"id":"https://openalex.org/keywords/advertainment","display_name":"advertainment","score":0.9419999718666077},{"id":"https://openalex.org/keywords/audience-targeting","display_name":"audience targeting","score":0.7319999933242798},{"id":"https://openalex.org/keywords/history-of-advertising","display_name":"advertising history","score":0.6460000276565552}],"concepts":[{"id":"https://openalex.org/C2778037673","wikidata":"https://www.wikidata.org/wiki/Q4034536","display_name":"Atlanta","level":3,"score":0.6848383545875549},{"id":"https://openalex.org/C28719098","wikidata":"https://www.wikidata.org/wiki/Q44946","display_name":"Point (geometry)","level":2,"score":0.5726032853126526},{"id":"https://openalex.org/C2779530757","wikidata":"https://www.wikidata.org/wiki/Q1207505","display_name":"Quality (philosophy)","level":2,"score":0.5160791277885437},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.46114784479141235},{"id":"https://openalex.org/C2778348673","wikidata":"https://www.wikidata.org/wiki/Q739302","display_name":"Production (economics)","level":2,"score":0.4223706126213074},{"id":"https://openalex.org/C95457728","wikidata":"https://www.wikidata.org/wiki/Q309","display_name":"History","level":0,"score":0.35967838764190674},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.33619505167007446},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.3278445899486542},{"id":"https://openalex.org/C29595303","wikidata":"https://www.wikidata.org/wiki/Q165650","display_name":"Media studies","level":1,"score":0.3200083076953888},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.2230258584022522},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.2103900909423828},{"id":"https://openalex.org/C111472728","wikidata":"https://www.wikidata.org/wiki/Q9471","display_name":"Epistemology","level":1,"score":0.20439264178276062},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.17260658740997314},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.09279298782348633},{"id":"https://openalex.org/C158739034","wikidata":"https://www.wikidata.org/wiki/Q1907114","display_name":"Metropolitan area","level":2,"score":0.0},{"id":"https://openalex.org/C139719470","wikidata":"https://www.wikidata.org/wiki/Q39680","display_name":"Macroeconomics","level":1,"score":0.0},{"id":"https://openalex.org/C166957645","wikidata":"https://www.wikidata.org/wiki/Q23498","display_name":"Archaeology","level":1,"score":0.0},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"mag:2291551062","doi":null,"is_oa":true,"landing_page_url":"http://www.arabianjbmr.com/pdfs/OM_VOL_3_(4)/4.pdf","pdf_url":null,"source":{"id":"https://openalex.org/S4210209197","display_name":"Lagos Notes and Records","issn_l":"0075-7640","issn":["0075-7640"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310321518","host_organization_name":"African Journals OnLine","host_organization_lineage":["https://openalex.org/P4310321518"],"host_organization_lineage_names":["African Journals OnLine"],"type":"journal"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":"Lagos Notes and Records","raw_type":null}],"best_oa_location":{"id":"mag:2291551062","doi":null,"is_oa":true,"landing_page_url":"http://www.arabianjbmr.com/pdfs/OM_VOL_3_(4)/4.pdf","pdf_url":null,"source":{"id":"https://openalex.org/S4210209197","display_name":"Lagos Notes and Records","issn_l":"0075-7640","issn":["0075-7640"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310321518","host_organization_name":"African Journals OnLine","host_organization_lineage":["https://openalex.org/P4310321518"],"host_organization_lineage_names":["African Journals OnLine"],"type":"journal"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":"Lagos Notes and Records","raw_type":null},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":1,"referenced_works":["https://openalex.org/W1979155411"],"related_works":["https://openalex.org/W2513814311","https://openalex.org/W2018210554","https://openalex.org/W7054308308","https://openalex.org/W3034238187","https://openalex.org/W2468195607","https://openalex.org/W7096732051","https://openalex.org/W7007803374","https://openalex.org/W7220290332","https://openalex.org/W2062448731","https://openalex.org/W1483152482"],"abstract_inverted_index":{"When":[0],"a":[1,127],"particular":[2],"study":[3,43,157],"makes":[4],"predictions":[5,15,30,83,177],"into":[6,170],"the":[7,19,29,45,62,65,71,75,82,143,147,150,154,164,171,179],"future,":[8,172],"it":[9,92,182],"is":[10,88,126,185],"only":[11,168],"proper":[12],"that":[13,160],"such":[14],"be":[16],"judged":[17],"by":[18,60],"future":[20],"itself.":[21],"Almost":[22],"two":[23],"decades":[24],"after,":[25],"this":[26],"paper":[27,39],"re-visits":[28],"of":[31,35,44,47,67,81,97,106,153,166],"Quest":[32,48,187],"&":[33,49,188],"Associates":[34,50,189],"Atlanta,":[36],"Georgia.":[37],"The":[38,156],"attempts":[40],"an":[41,195],"in-depth":[42],"prognostications":[46],"as":[51,91,119,121],"published":[52],"many":[53],"years":[54],"ago.":[55],"It":[56,138],"then":[57],"advances":[58],"further":[59],"juxtaposing":[61],"list":[63],"against":[64],"realities":[66],"today.":[68],"This":[69,87,125],"traverses":[70],"international":[72],"scene,":[73],"and":[74,102,135],"local":[76],"Nigerian":[77],"scene.":[78],"Indeed,":[79],"some":[80],"have":[84,163,190],"come":[85],"true.":[86],"especially":[89],"so":[90],"concerns":[93],"\u2018advertainment\u2019,":[94],"higher":[95],"quality":[96],"advertisements,":[98,112],"shorter":[99],"production":[100],"time,":[101],"lower":[103],"relative":[104],"cost":[105],"production.":[107],"Others":[108],"are":[109],"more":[110],"interesting":[111],"sharper":[113],"audience-targeting,":[114],"tailoring":[115],"message":[116],"to":[117,145,194],"media,":[118],"well":[120],"longer":[122],"media":[123],"advertisements.":[124],"nonnumerical,":[128],"historical":[129],"study,":[130],"which":[131],"employs":[132],"both":[133],"observational":[134],"experiential":[136],"approaches.":[137],"has":[139],"once":[140],"again":[141],"proved":[142],"need":[144],"revisit":[146],"past":[148],"from":[149],"vantage":[151],"point":[152],"future.":[155,180],"also":[158],"demonstrates":[159],"certain":[161],"studies":[162],"capacity":[165],"not":[167],"projecting":[169],"but":[173],"actually":[174],"presenting":[175],"credible":[176],"about":[178],"This,":[181],"would":[183],"appear,":[184],"what":[186],"succeeded":[191],"in":[192],"accomplishing,":[193],"appreciable":[196],"degree.":[197]},"counts_by_year":[],"updated_date":"2026-10-28T10:33:24.094632","created_date":"2016-06-24T00:00:00"}