Styled `Advertising's Future Shock', the convention would focus on the changes that brought on the advertising industry in view of the explosion in information, communication and entertainment.

"The focus of the advertising industry is the customer. In view of the technology advancement and the times we live in, a new breed of consumers is being born. The focus of the convention is to understand these far- reaching changes that are happening and device strategies to reorient advertisingin the ICE age", the organisers said at a press conference.

The two-day session would be addressed by Prof Venkat Rangan, University of California; Mr Shaw Pender, Sun Microsystems Inc; Prof Ashok Jhunjhunwala, IIT Madras; Mr Neil F Buddle, editor, The Wall Street Journal Online; Mr Vipul Patel, Meida Metrix, US; and Mr John Beeston, CNN.

The seminar would cover a wide range of issues including `How technology will change tomorrow's world', `The consumer is not your wife- she's a stranger', `The shifting target-media options to target the new customers', and `Brand-building and communication challenges in the new era'.

Infosys chairman Mr NR Narayana Moorthy would give the valedictory address.