This is more compounded in the fact that marketers have increasingly stated that with advancement in advertising, the level of copying by target audience or consumers need to be scrutinized. This is given that some pundits have constantly argued that consumers tend to be inexperienced with technology (AMS 2011). It is increasingly clear that a consumer in the modern world is exposed to a number of choices emanating from adverts and marketing. This comes with a number of dimensions as we live in a postmodern world and attempt at building a culture of consumers being the driver of decisions and processes that manufacturers and distributors engage in.
Postmodernism as an age and a phenomenon had increasingly bore the greatest responsibility as far as consumerism is concerned. In the United Kingdom for instance, a number of departmental stores have cropped up in response to consumerism (Hincliffe 2009). Hincliffe (2009) again notes that one of the escalating habits nowadays is that with the arrival of convenience stores, people spend a great deal of their money shopping in supermarkets and the decisions they make have to do with adverts they see in the media, whether mainstream or otherwise. On average in the USA, most people consume 275 pounds of meat which is quite a high margin and this is attributed to advertisement regarding this commodity. Further, according to him, there is an average of one passenger car for every two people in the US, One passenger car for about three people in Europe and one passenger car for 49 people in the developing countries. Overall, the argument that consumer society is driven by choices or that it drives choices as far as consumption of goods and services are concerned must be examined in a number of ways. These should include understanding what consumer society is all about, the features of the Consumer Society, the drivers of Consumer Society as it is today with advertisement and phenomenon e.g. technologies like the internet, and other gadgets used nowadays by people all of which ensure that consumers purchase more and more. This paper focuses on the advertising and promotion within the context of media, taking into account consumerism as a recent phenomenon which has necessitated consumption landscape and other market changes. It focuses on overall view of advertisement and zeroes on the forms of media other than the traditional media technology. Advertising as a Promotion and Marketing tool: Overall View Advertising is considered to be a central part of marketing and distribution mechanism of a variety of goods and by large, creation of choices in a consumer society today. This is more because, it is mostly propagated by the media. Even though advertising is relatively new as a profession, its effects beat those of religion and education in shaping public view and perception. In the United States for instance, the money spent annually on advertisement outsmarts the total public expenditure on natural resources, higher education and police protection combined. Usually if one goes to a departmental store the goods they see displayed are often correlated with adverts they have seen either on billboards, in the media (print and otherwise) and this aids in decision making (Hincliffe 2009). Today, advertising is seen as quite crucial in promoting the Consumer Soci