Marketing- "The activity of institution for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large."
With many forms of marketing being available to companies, the onset of "media clutter" has led companies away from the above-the-Line marketing approach and has broadened its focus on something that will make a more significant impact. The recent emergence of ad-preventative mediums such as e-mail filters, the federal do-not-call list, and digital video recorders, have led to a growing demand for a stronger approach with more quantifiable results.