ABSTRACT
The Promotional Context During the last twenty years a new cultural frame has been deposited atop the sedimentary layers of its predecessors. In this period the commercial media expanded and consolidated, new media technologies (Internet, wireless) emerged, and more global media links were secured. High costs for television network space, lower audience sizes, advertising clutter, competition from cable, satellite and new personal television devices, promotionally jaded viewers, and questions about advertising effectiveness, all caused the leading role ofthe thirty-second broadcast TV ad-although still important-to be challenged, supplemented, or replaced by other media.
