In this chapter we have looked at alternative ways of delivering advertising-like and
promotion-like messages. More and more, marketers are looking at non-traditional ways of
delivering their message. While still a relatively small portion of the money spent on marketing
communication, the so-called ‘ new media ’ , especially the Internet, has shown dramatic
growth. This growth, however, has been largely limited to the very largest Internet providers
like Yahoo, Google, AOL, and MSN.