Three-Minute Debate This chapter makes the argument that traditional advertising is declining in importance. A classmate argues that these media are still the most important and largest item in most marketing communication plans. If you are the marketing manager for the Segway personal transportation device, would you devote the largest percentage of your budget to traditional or nontraditional media? Take one side or the other of this argument and work with a small group of your classmates to argue your point of view.