Reviewing Advertising fragmentation: the beginning of a new paradigm?

The idea of converting old advertising media to new media- Ries and Ries (2002) argue that the future for brands is in public relations and not in advertising.

As the internet becomes an evermore integral piece of the advertising pie. It is apparent that advertising agencies may seize to exist due to rapidly evolving internet assisted marketing strategy, one which cost effectiveness bodes extremely well with the large corporate wholesalers. Business week echoed:

"Some marketers have worked to make their brand message so enjoyable that consumers might see them as entertainment instead of an intrusion. When leading brands are seen on TV they're apt to have their own co staring roles (....) rather than just lending support during the commercial breaks. All are trying to create a stronger bond with the consumer (business wee, August 1, 2005).

Bradley and Bartlett (2007) studied the impact of new horizons for media strategies and go on to pursue the internets strengths during the 1990's. Consequently, advertisers started to use the internet to enhance their offline campaigns.

Due to the fact that the media in advertising is becoming even more difficult for agencies to complete with the likes of myspace, facebook, youtube, google and so on.... For instance, the google search bar has become one of, if not the most powerful machine in generating huge profit from advertising, as-well as subsequent charges from sponsored links in search results.