Participation has become the fifth “P” of marketing since consumers these days have the ability to block unwanted ads and such unlike before where ads on TV or the radio couldn’t really be avoided. With this, companies had to focus more on interaction and customer relationships in order to gauge attention. The most popular way companies engage personally with consumers is either via social media or newsletters via email. With social media, companies are able to post the same way consumers do and are able to directly reply to comments people make on the platform. A clever social media handle will make good use of this interaction and attempt to promote the companies product under the guise of trying to have a personal interaction with a consumer. In addition to social media, a more intrusive way of marketing will be gaining consumer’s emails and sending ads directly to the consumer. These ads can then be tailored based on a consumer’s interests and such if the consumer’s interaction with the company is monitored; however, this becomes an issue of privacy and may backfire as a result. Companies can even use loyal consumers as “free advertisement” if the consumer is a big fanatic of the company’s product. This is the often case with, for example, novel-to-movie adaptations. The novel may already have a cult following who will willfully promote anything related to the material on forum websites, social media, YouTube, etc. without the studio’s request.