SUMMARY
Americans are exposed to an astounding number of advertising messages every day. The result of this bombardment of advertising on society is that consumers have become increasingly resistant to traditional forms of advertising. After spending millions of dollars on mass advertising that consumers tend to block out and ignore, marketers have re-evaluated their advertising methods and are following holistic marketing concepts that focus on customer relationship marketing and more creative, understated ads instead of in-your-face billboards and loud television segments. This paper explores social media trends, including social media opportunities and mobile marketing, and the potentially lasting effects that these trends have on advertising.