Declining the engagement
Mike Colling
In media, it's a truism that 'more is more': the greater the consumer involvement in or depth of relationship with a medium, the greater the chance that an advertisement will be noticed and acted upon. But with mass audiences ever more difficult to secure, alongside the rise in importance of direct and response-orientated channels, there are emerging contradictions to this received wisdom that should prompt media planners to reconsider what they have long taken as gospel.
BREAKING THROUGH INERTIA
Much direct marketing is about breaking inertia, prompting consumers into action and initiating a relationship with...