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That's quite a lot to ask of thirty seconds of TV time or 25 square inches of the newspaper, but without interruption, there's no chance for action, and without action, advertising flops.
As the marketplace for advertising gets more and more cluttered, it becomes increasingly difficult to interrupt the consumer.
There's TV at the airport, advertisements in urinals, newsletters on virtually every topic, and a cellular phone wherever you go.
This is a book about the attention crisis in America and how marketers can survive and thrive in this harsh new environment.
The terminal is crowded with people, all jostling for position.
Odds are, your response will be a little different.
If you're a New Yorker, you might ignore him altogether.
For ninety years, marketers have relied on one form of advertising almost exclusively. Interruption, because the key to each and every ad is to interrupt what the viewers are doing in order to get them to think about something else.
INTERRUPTION MARKETING-THE TRADITIONAL APPROACH TO GETTING CONSUMER ATTENTION Almost no one goes home eagerly anticipating junk mail in their mailbox. Almost no one looks forward to a three minute commercial interruption on Must See TV. Yet marketers must make us pay attention for the ads to work.