"Twenty years ago an advertiser could reach eighty percent of the American population with just three television commercials. Today it takes 150. Advertising is suffering because of the sheer amount of it, the lack of innovation within traditional advertising formats and the power that media fragmentation and technology give to consumers to tune out the noise. The new buzzwords are guerrilla, stealth, ambush, buzz, viral, grassroots, wildfire and ambient. This book is the first to harness them into an integrated communications approach."--Jacket.