From intrusion to invitation

Malcolm Hunter

Malcolm Hunter, founding director and chief strategy officer of Vizeum, explains the research and thinking behind his 'Motivation to Media' approach for media planning.

From Intrusion to Invitation

Malcolm Hunter

Consumers are increasingly in control of the dialogue with the brand. They can avoid advertising if they want to.

The burgeoning choice brought about by digital and online media, and the growing physical control that consumers have over their consumption, through devices such as TiVo and Sky+, have led to a shift in power from brand to consumer.

People have become psychologically adept at screening out an advertiser's message if they don't think it is relevant. They take exception to what they see as being 'mugged' and bombarded by advertising, so simply shut down...

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