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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.
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.
Now, imagine the same airport, but it's three in the afternoon and you're late for your flight.
The terminal is crowded with people, all jostling for position.
Imagine you're in an empty airport, early in the morning.
There's hardly anyone there as you leisurely stroll towards your plane.
Same guy comes up to you and asks the same question.
Since then, over a quarter of a million people have stopped by to ask for the first four sample chapters.
Rather than jamming your inbox, we decided to present them to you here on a web page instead.
There were only three main channels-2, 4 and 7, plus a public channel and UHF channel for when you were feeling adventuresome.
I used to watch Ultraman every day after school on channel 29.