77) Kelly (1993) reported that the primary changes in the advertising environment are such that have been: (1) a decrease in the effect of advertising through the mass media due to more diversified and fragmented social change; (2) an increase in the number of advertising channels due to the introduction of digital communication and other diversified multimedia; (3) an increase in the number of advertising agencies due to the diversification and specialization of the entire area of marketing communication; and (4) an increased expectation by clients of their ability to better estimate the efficiency of their advertising budgets. (Kim, Han, and Schultz, 2004, p
86) There are several forms that marketing communications can take and in how these communications are received by consumers: (1) audiences are aggregated into monolithic entities with homogenous tastes; (2) advertising can attach itself to media content and project itself onto audiences by interrupting the delivery of that content; (3) consumers will accept the intrusive delivery of commercial messages in exchange for free, or nearly free content; (4) Brand messages generate brand awareness and preferences that translate, however, loosely into consumer spending; (5) Brand communications can be bundled into media plans that span multiple vehicles which constitute a relevant array of exposure to target consumers. (Mulhern, 2009, p
10) The marketing communications mix is reported to be comprised of the communication tools as follows: (1) salesforce; (2) advertising; (3) sales promotions; (4) direct marketing; (5) public relations; (6) sponsorship; (7) exhibitions; (8) corporate identity; (9) packaging; (10) point-of-sale promotions and merchandising; (11) word of mouth; and (12) Internet and new media. (Smith, Berry, and Pulford,1999, p