The consumer and retail market is a very competitive one, comprising an important share of the Israeli economy.  Consumerism is an important subject of media focus and it relates, inter alia, to issues of communications, technology, lifestyle, retail, food, fashion, industry, design, culture and leisure, health and more.  The multitude of consumerism derivatives allows for broader media coverage and increased channels, and enables the promotion of customer objectives, operations and products.

Public relations are an integral part of the customers' marketing division – highlighting their products, quality and operations vis-à-vis the competition.  Additional layers which have gained importance in recent years and without which public relations are incomplete for customers in the consumer market, are marketing content and the internet arena.  Marketing content comprises a field that is complementary to public relations and advertising.  Integrating the product or service in the world existing between content and marketing is a necessity in the age of VOD, YES Max and HOT Magic, in which viewers can skip commercials and programs based on their personal preferences.  The next step is integrating within a plot, concept or lifestyle program in which the issue does not directly relate to the product.