Connecting Beyond :30 Intervals

"Many large marketers are taking huge chunks of money out of their budgets for traditional media and using the funds to develop new, more direct interactions with consumers — not only on the Internet, but also through in-person events.

"Adventurous companies like Nike have been experimenting with these alternatives since the 1990s. But now, even the most conventional marketers are making these alternatives a permanent — and ever bigger — part of their advertising budgets."

The New Advertising Outlet: Your Life