This book summarizes the main trends in advertising and communication at the end of the nineties, addressing consumers attitudes, reactions and behaviours as well as the main challenges and most important, changes felt by the advertising and communication agencies whilst developing promotional campaigns. Throughout the text, and in order to better illustrate and support the opinions and conclusions expressed therein, real life examples of strategies, campaigns, events and facts that have been implemented and observed are used, as means to probing and rattling the reader's brain with memories that will allow a better framing of the issues addressed in this book.