Currently, there is a tendency to decrease the effectiveness of advertising in the media. The most significant factors are the media pressure including the advertising clutter, and reduction of the positive impact of the media. Studies have shown that an advertising which evoked a positive reaction at the first exposure can cause a negative response after multiple exposures. The negative reaction caused by multiple rotation and undermined credibility to the source (a campaign or media) do not let the advertising become that moving power with an indisputable and precise impact.
This project was undertaken to develop several tools to overcome the target audience resistance and evaluate possibilities the communication channel gives. This paper has given an account of and the reasons for the widespread use of unconventional media and communication outside the media environment. An opportunity to overcome the target audience resistance consists of a comprehensive rethinking of reserve capacities of mass communication, mass media and the process of their messages as well. For advertising, as an element of mass communication, it means reference to the secondary function of advertising, namely it means advertising as an independent product. For an information channel, feedback is the backup feature.