"Since we’ve been pitted against all sorts of different marketing agencies lately — from PR firms to interactive shops to megalithic advertising agencies — I’ve been thinking about the interplay of these disciplines. How can we help the average corporate marketer distinguish between these puzzle pieces, since Social Media has created such a mash-up of our thinking? Thus the Awareness Scale. It’s a simple way of thinking about how Social Media, Public Relations and Advertising fit together in an ideal way." - Mustafa Duran from Bookmarklet