Abstract
Change and Transition is everywhere. It is prevalent in our lives, our careers, our family values, and so on. Advertising also is part of a nuclear world. Advertising a new product in today's age and time is totally different from what it was nearly 10 years ago. For decades, consumers have been flooded with the TV, radio, newspaper ads, posters and fliers and more recently, internet spam, pop ups, banners, etc. The frequency of advertising is so high that most consumers often do not pay attention to its contents anymore. It has been observed that these fliers or commercial letters are flushed out without the consumer even reading the contents of the same. Many a time, we find consumers getting very angry when pop ups appear especially when they are trying to check their emails. They often feel attacked by advertising and hence attempt to avoid any kind of advertising. These new trends make the traditional methods of advertising less efficient and even damaging for the image of a product. Marketers are now trying to develop new techniques in advertising which is less intrusive however more discreet. But the method adopted needs to be extremely efficient. On the Internet, a good example is the considerable development of the sponsored links on the search engines like Google or Yahoo. These sponsored links are often seen as regular results of a search although they are sponsored in a manner of being at the top of the results. Their relevancy to the search is high and so people often see these results as a potential help more than an intrusive and aggressive form of advertising. Another example of this new trend of advertising is the ?word of mouth' technique. This is a very interesting technique to study as the logic developed is as follows: ?we cannot trust traditional advertising as we know it always deceives us. So why am I going to buy a totally new product as against the previously used product? It is because a friend of mine advised me.'
