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Confirming the importance of marketing communication while building a brand value in the case of KRAFT in the 90s caused a strong increase in its use. While in 1996 the money inserted into the communication was counted as an expense after this year many companies started to consider them as an „investment“. On the other hand the interest of companies to communicate with their customers caused information blindness by flooding the media with commercial messages. Last 10-15 years produced a large number of innovatio...