TV advertising may have had its day for marketing to the young, according to Procter & Gamble's UK marketing director, Roisin Donnelly.
And with over £100 million ($182m; €151m) of P&G's annual marketing budget in her care, she should speak with some authority.
New research for P&G claims today's youngsters are more sceptical of TV advertising than their parents, for whom TV still retains some of its 'wow' factor and is regarded as the most important medium.
"When TV was first introduced it was worshipped … [but] today's generation has always had TV and is much more media savvy … younger people are more likely to believe a stranger in an internet chat room than a TV advertisement," says Donnelly, as P&G turns its attention toward other forms of advertising.
These include tried and tested print media, radio and the internet as well as the relatively new field of interactive advertising on digital TV, which enables consumers to control their own information search.
Of increasing importance to marketers is word of mouth advertising – recommendations from consumers or, better yet, celebrities. P&G already bombards the rich and famous with samples of its products in the hope of a passing mention in lifestyle and gossip magazines.
Other companies are also moving away from traditional TV advertising. Drinks business Diageo, the parent company of Guinness and Smirnoff, still uses TV campaigns but is "looking more and more to other areas such as sponsorship."
Data sourced from: MediaGuardian.co.uk; additional content by WARC staff