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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.Charlie the Tuna, Tony the Tiger and those great board games that seemed to magically come alive all vied for my attention. Growing up, it seemed like everyone I met was part of the same community.We saw the same commercials, bought the same stuff, discussed the same TV shows.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.Suddenly, someone walks up to you and says, "Excuse me, can you tell me how to get to Gate 7?" Obviously, you weren't hoping for, or expecting, someone to come up and ask this question, but since he looks nice enough and you've got a spare second, you interrupt your train of thought and point him on his way.
As the marketplace for advertising gets more and more cluttered, it becomes increasingly difficult to interrupt the consumer.Marketing was in a groove - if you invented a decent product and put enough money into TV advertising you could be pretty sure you'd get shelf space in stores.