"First, the end of the "TV-Industrial complex" means that marketers no longer have the power to command the attention of anyone they choose, whenever they choose. Second, in a marketplace in which consumers have more power, marketers must show more respect; this means no spam, no deceit and a bias for keeping promises. Finally, Godin asserts that the only way to spread the word about an idea is for that idea to earn the buzz by being remarkable. Godin refers to those who spread these ideas as "Sneezers", and to the ideas so spread as an "IdeaVirus." He calls a remarkable product or service a purple cow.

Advertisements on television and radio are classified as "interruption marketing", which interrupt the customer while he is doing something of his preference. Godin introduced the concept of "permission marketing" where the business provides something of value to the customer and thus obtains his permission and then does marketing."

http://en.wikipedia.org/wiki/Seth_Godin