We've got fresh evidence from the Journal of the American Medical Society, American Medical Association, showing that the role of advertising on children and their smoking habits has been even greater than peer pressure.

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Such criticism, though, disregards the traditional role of Super Bowl advertising, which is to make a memorable brand impact.

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Instead they view it as the role of senior executives, or of functions like corporate communications, marketing, advertising, or public relations.

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"Most of the Academy members are older, and I don't know how many of them are actually Web-savvy, which is why I think print will continue to play a really important role, " says Lynne Segall, vice president of entertainment advertising at the Tribune (nyse: TRB - news - people )-owned Los Angeles Times.

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Also, as advertising becomes automated, driven by algorithms rather than people at advertising agencies, advertisers will deal directly with operators, reducing the role of the middleman advertisers.

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After an electric presentation by Zappos CEO Tony Hsieh on the role of company culture, Lazarus attempted to connect the audience of senior marketers with her side of the world: advertising, brand management and lately, corporate social responsibility.

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