There is nothing that can prevent you believing the stories of Russian fishermen, who, for the lack of fish, ate an alien, or the courageous deeds of Henryk Batuta, or a drunken wild boar raping teenagers or the hypothesis of an American physicist Alan Sokal relating quantum gravitation to feminism. If you have been exposed to one of the above stories and to top it off you believed it, it does not necessarily mean that you should doubt your intelligence or the ability to tell the truth apart from a lie. You simply have been nicely duped. Meaning you fell victim to mystification or hoaxing.

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Advertisement is no longer desired, and even, let’s put it straight, is unwanted. Despite this fact, it attacks us fiercely from everywhere. It does not give us any possibility to acquire its contents, there’s simply too much coming through all communication channels. Most insolent is TV advertising. It enters our houses, disturbs programs that we are watching. It seems that it is programs that disrupt commercials and not vice versa.

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Traditional „old” media look somewhat worn-out. Bombarded with advertising messages, bored consumers do not wish to see ads on TV, do not listen to them on the radio. More than 80% of TV viewers thinks that TV ads are offensive, 51% consider TV commercials irritating, 23% think the same of radio ads. Apart from the quantity or low quality of the very advertising message, for this status quo we can blame media that remain big-headed because of possessing the 4th power do not see the essential social changes and do not try to follow them.

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Contemporarily used methods of planning a marketing strategy stop performing well. Traditional creating, even of the best kind, works sometimes, and sometimes it fails terribly. Why are time-tested patterns perfected through decades going out of date?

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