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The rise of the internet and rapid communication through it has spawned a whole new range of elements on offer. Social networking websites such as Facebook and the ever-present Youtube have made a lot of narration possible. This is being seen by some as the end of advertisements.
As these services offer free flow communication, the word of mouth communication about products and services is seen as the new thing that works. Television advertisements will have a remarkably less effect when people are more engrossed in these new media and have new things to consider rather than ponder over or discuss ads. Thus it is argued that advertisements do not work anymore and companies need to change their reliance on mediums and rely more on word of mouth communication, incorporating these services. The rapid use of Twitter in this regard is seen as an example, particularly since it worked wonders during the Obama Presidential campaign of 2008.