ABSTRACT
In the world of marketing and communication, much changes. There is no question that over the past several years we have seen a surge in e-marketing and a seemingly endless stream of ‘new media’ introductions. This has led many to suggest that the role of advertising and other marketing communication options, and how they work, is also changing. It has not. The mind still processes information in the same way, and the role of advertising and other marketing communication continues to be what it has always been: to move more of a branded product or service, or to obtain a higher pricepoint than would have been possible without it. Rossiter and Percy (2013) have provided a number of examples of how both practitioners and academics are encouraging this false notion with the use of what they call ‘masking jargon’. In effect, using new terms for old concepts, providing an illusion of change.
