oa Journal of Marketing - Buying media in 2010

Volume 2009, Issue 10
  • ISSN : 1811-9565



When people make predictions about the future, they very often extrapolate the current trend forwards, and do so to the nth degree. For instance; the Springboks are currently playing brilliant rugby, and it is assumed they will carry on their winning ways and eventually win the 2011 World Cup. Or; crime is on the increase; therefore South Africa will eventually collapse into anarchy that will make Zimbabwe look like Pleasantville.

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