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From around the time early man decided to kill two Mammoth, one to eat and the other to trade, advertising was born. No matter how good, useful or lifesaving your product, service or brand is, if no-one knows about it then it’s going to rot like an old Mammoth. Advertisements rely on the skill of the advertiser to recognize their market and attract those users to their product, brand or service. As the modern world becomes packed with a multitude of marketing offers across many media it becomes increasingly difficult to ‘cut through’ the confusion of communication.

Advertisements were traditionally a separate identifiable piece that stated as clearly as possible what it is was being offered. However recently competition for attention and the emergence of new media platforms and markets has forced advertisers to find increasingly unusual and innovative ways to get their message across.

An advertisement can now be woven through content or textured into any medium in a way that does not immediately ‘switch off’ the media savvy audience. Increased demographic information and continued division of targeted groups means that we are heading towards what is considered by some the Holy Grail of advertising, the individually personalized advertisement.

The popularity of blogging has allowed bloggers to sell advertising, turning their sites from pleasurable hobbies to profitable business.

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