Traditional Advertising is dead! Let the trumpets sing out and the citizens of mass marketing oppression rejoice. Today you awake to a new world whereby you have the power: Tivo and Google present a new world for you to own your life again, putting you in charge.

For those who believe the above, please avoid the material below. While new mediums have been developed and raised to prominence in the last decade, it is the joining of all mediums that presents the greatest level of opportunity to marketers. Story after story can, and will, be told of advertisers who have... Chris Copeland is Partner, Managing Director of Outrider, a search marketing agency and business unit of MEC Interaction.

Greg Rogers is Director, Strategy & Insights, of MEC Interaction, a media agency specializing in online advertising, search marketing, and traditional direct response channels.

Shopping is truly one of America’s favorite pastimes. We go shopping for something virtually every single day. But how do average Americans describe their shopping experience? Well, we describe it as tedious, necessary and demanding– a real chore. And then we turn around and call it exhilarating, relaxing and fulfilling – fun!

Would you rather shop for aspirin or jewelry? Well we’re not schizophrenic, shopping is. Depending on the goal, it’s either a task or a treat.

The everyday side of shopping is called power shopping. It’s the need to buy essentials that keep the household running. In this case the goal is...

Sue Larrison specializes in understanding consumer behavior and attitudes through qualitative research. She has worked with numerous major manufacturers, helping them better understand consumer desires on products that range from soft drinks, food (consumer packaged goods) and food services to personal care products, batteries and flashlights, toys and games, and much more.

Eight years ago, she started Larrison Communications, Inc. as a marketing consulting company. Prior to forming her own company, she was vice president and director of qualitative services at Conway-Milliken Corporation, Chicago and vice president and management supervisor at Marsteller Advertising also Chicago.