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With just five channels to choose from, I quickly memorized the TV schedule.I loved shows like The Munsters, and I also had a great time with the TV commercials.Odds are, your response will be a little different.If you're a New Yorker, you might ignore him altogether.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.
I used to watch Ultraman every day after school on channel 29.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.Or you may stop what you were doing, say, "sorry," and then move on. What if he's the fourth, or the tenth, or the one hundredth person who's asked you the same question? You've got too much to do and not enough time to get it done. Every day, you're exposed to more than four hours of media.Sooner or later you're going to tune out the interruptions. Most of it is optimized to interrupt what you're doing.