Y Reports - Topline Report - Marketing Receptivity Study

This 2005 report on the Yankelovich MONITOR OmniPlus study aims to provide marketers with a better understanding of how to re-engage marketing-resistant consumers.

Y Reports - Topline Report - Marketing Receptivity Study

BACKGROUND

The classic approach to marketing is rapidly vanishing from the scene. Top-down, TV-intensive, saturation-driven marketing no longer fits the marketplace. New communications technologies and evolving consumer expectations are fundamentally redefining what it takes to succeed, and this is only going to intensify.

However, the direction of change is not clearly understood. New media are competing with traditional media for audience and advertisers. Digital, wireless and interactive technologies are transforming the media experience. Yet, while novel and fresh, this new experience is not necessarily better. The biggest challenge facing marketers is...

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