Forces are in play that will likely change advertising as we have known it. A few key factors:
- Consumers typically rate advertising as their least credible information channel
- Word of mouth—peer opinion—has consistently been rated the most credible source of information
- Proliferation of social networking enables individual consumers to broadcast peer opinion
As networks like Facebook grow, they are setting themselves us to become a primary source of a new model for advertising. Read more at BusinessWeek.com
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