Abstract
A new dimension that needs to be considered in advertising is the possibilities offered by online advertising, especially the development of the social media and networking sites that allow new possibilities for promotion and advertising.
Actually, social media sites (YouTube by instance) and social networking sites (My Space for example) change the traditional process of Advertising.
As a matter a fact, the company is not anymore the only one working for its communication, building its brand reputation, its brand awareness and recognition
