...of mouth. These were the trusted marketing tools. You could count on them.

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That was then; this is now and everything has changed. More accurately, it is changing. Since most of us prefer stability and predictability, we may see what is occurring as something akin to transition from the old to the new as we look for a new list of trusted tools to emerge. Unfortunately, it may be little more than wishful thinking.

This picture came into abrupt focus one morning when the telephone rang. It was a vendor from a company placing video monitors displaying consumer ads in supermarkets. "As you know, advertisers are trying new ways to get to customers, particularly since many of the traditional techniques are no longer effective," said the salesperson, who was expressing the deepening dilemma facing companies today. Not only are there no...

NOTE: All illustrations and photos have been removed from this article.



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