How to Command Consumers Attention
Alison Wright, Manning Gottlieb Media, looks at the implications of permission marketing for advertising
Advertising spend in the UK reached an all-time high of 14.3 billion in 1998. And thats before you start counting the spend on promotions, sponsorship, exhibitions, packaging, point-of-sale, fly-posting, product-placement, sky writing and so on.
Not so long ago, deciding where to put your advertising was a relatively simple business. Although there were increasingly sophisticated approaches to targeting, they were often largely ignored and interest in media was frequently reduced to how cheaply you could buy it. In the words...