In todays world, there are a myriad of media outlets print, radio, cable and satellite TV, and the Internetcompeting for consumers attention. Marketers are looking beyond the traditional media to find new and better ways to communicate with their customers Michael, E. G. (2003). If a company creates a revolutionary new product and consumers can learn about it and purchase it at a website, is additional marketing effort necessary? Defend your position thoroughly . Reference: Michael, E. G. (2003). Advertisement and Promotion, McGraw Hill London.