Massive marketplace changes and several new research and analytical approaches have raised serious questions about 'how media advertising works' in the interactive, networked, global systems found in the 21st century media marketplace. Three new concepts/streams of research are identified: a) simultaneous media exposure by consumers, b) new cognitive psychology concepts on how consumers process information, and c) new analytical techniques that allow marketers to parse out the synergy that occurs among media vehicles in the marketplace. These are combined to provide a new model of 'how media advertising' works today. A consumer media consumption model is presented as the basic approach and the industry is urged to extend and enhance their initial thinking.
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