Marketing With Advertising
Getting a message from advertising today is like trying to take a sip of water from a fire hydrant. There are so many messages coming at the average consumer, they have to tune it out just to survive.
What you may think of as classic advertising attempts to interrupt a targeted buyer while they are in the process of some other activity, like watching TV or driving a car. This is known as “interruption advertising.” It works, but consumers are becoming artful dodgers at ignoring commercials, billboards, radio spots, print ads and all the other ways businesses have traditionally tried to sell. As a consequence, big business has increased the frequency with which they bombard the consumer with the same message, in the hopes that some of that message gets through.
As the pace of life becomes increasingly hectic, print advertising in newspapers and periodicals is becoming less effective.