We are in the midst of a marketing revolution. The revolution for personalized applications of communication vehicles is the driving force behind the marketing practices of the twenty-first century. In this on-going revolution, change is one of the most affluent factors. A factor that drives the way we think, feel, and act. Change is an important quality to the consumers, and sometimes a dreaded quality to marketers. Change allows the consumer to turn the world of marketing up side down, in their favor. Change also makes the marketers of this world come to their knees. This coming to the knees allows us to decide, for ourselves, what we want our marketing to include. Recently in the late twentieth century, people have enacted this change in the ways they view products and advertising. It was once accepted that marketers would simply tell its consumers general "sales pitches" and not worry how it affected the individual consumer. There was no personal interaction or personal relationships built between brand and consumer. The revolution began with the breaking of these traditional practices in the late twentieth century. Consumers wanted more control over issues that affected and concerned them. They became more concerned with issues such as the environment and personal convenience, and most of all wanted personal relationships. With the influx of products to individual markets, consumers had the power of choice on which products to purchase, and which products to just leave on the shelves. The changes by consumers prompted a major shift in advertising policies, and helped to generate an augmentation of relationship marketing. Relationship marketing is the practice of establishing a personal connection to the consumer. Through the diversification of the American consumer and in light of the new technological advancements in the late twentieth century, advertising has taken a major shift in policy, now focusing on the consumer in a strategy called relationship marketing.