traditional advertising is declining because of social media. Now everyone picks from so many tv channels and even more internet sites and now people's attention is more spread out. Advertising has become less effective because it costs more to get the same return. There is also a fixed ratio of expense to revenue and that means that what you put into it is what you are going to get out of it. Companies now have to reach out broader to get their full audience.
http://socialmediatoday.com/fixcourse/492753/why-red-bull-uses-social-media-get-new-customers-instead-only-advertising
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