Long deemed the most successful marketing medium, television
advertising is increasingly criticized for being too expensive
and, even worse, no longer as effective as it once
was. Critics maintain that consumers tune out too many ads
by zipping and zapping and that it is difficult to make a
strong impression. The future, claim some, is with online
advertising. Supporters of TV advertising disagree, contending
that the multisensory impact of TV is unsurpassed and
that no other media option offers the same potential impact.