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.


Much direct marketing is about breaking inertia, prompting consumers into action and initiating a relationship with a brand. In this permission-conscious age, where cold calling and cold mailing are becoming both less effective and less acceptable, successfully breaking inertia is now more vital than ever.