According to O'Guin, Allen and Semenik in their book Advertising and Intergrated Brand Promotion, the new world of advertising is full of companies who are looking for new ways to get their brand across to audience and potential consumers. In this seemingly ad cluttered environment, small businesses are caught in the struggle between big corporation on how to make their brand visible and recognizable, send out culturally relevant messages in a refreshing way and become top-on-the-minds of audien
