Marketers traditionally viewed advertising as the dominant element in the promotional mix, since the mass media could successfully deliver a message to a mass audience. Over time, the mass market began to change and advertising started to lose some of its dominance in marketing communication. Discuss

Marketers traditionally viewed advertising as the dominant element in the promotional mix, since the mass media could successfully deliver a message to a mass audience. Over time, the mass market began to change and advertising started to lose some of its dominance in marketing communication. Discuss