Mass media advertising has lost its effectiveness over time
... will accept marketing messages and when they won’t Ø Metrics which measure “viewing” rather than “engagement” disappear Since consumers change, the way of marketing products should be changed too. 2. Communication changes from old one-to-many model to new many-to-many model Current technology, specifically the digital transmission of text, audio, and video, has altered the traditional one-to-many communication model. New communication revolution is shifting power from producer/advertiser to consumers. The power shift seriously threatens the dominance of traditional mass media forms, specially television, radio stations, magazines, and newspapers. Therefore, mass media advertising, which is based on the one-to-many communication model, will change to new many-to-many model, which is computerized access and broadband-enabled delivery. 3. The new age of marketing required new way of media advertising: Ø Relevance: Relevance will be key to ensuring that yours is among the few marketing messages with which you target consumer will truly engage Ø Interaction: Interaction will offer individual consumers unique experiences, feeding back information to the brand Ø Relationships: Relationships will be the vita...