"Holistic Marketing" and the Identity Crisis of Advertising
"As the advertising industry struggles through an identity crisis (...) Holistic marketing is supposed to be the answer. It means finding alternatives to throwing a lot of money at 30-second television spots in an effort to reach consumers when they will actually pay attention - at sponsored sporting events, for instance, or when they open their mail, or when they go to the bathroom at a bar. It might mean providing information on the Internet, rather than simply delivering a hard sell."
Source: International Herald Tribune