Declining the engagement

Mike Colling

Mike Colling, founder of MC&C, argues that the traditional view that strength of relationship between consumer and medium adds to advertising effectiveness is wrong when applied to direct response.

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...

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