Why has the Stern Model declined in importance to advertisers over the last two decades? $($HINT: See Lecture # $9,$ pages $3$&$4).$

Most TV viewers have caught onto the Stern Model. They know it's trying to sell them a product and so they have developed an "immunity" to it$.$

Advertisers now see themselves as not selling products through TV commercials but rather they see themselves making their clients' products available to consumers for purchase online.

Products and services are increasingly "selling themselves." Manufacturers are developing their on video commercials and bypassing ad agencies.