Consumers In Control

Lauri Bauer

This is an overview of new developments in media and the ways in which consumers have increased their control over their exposure to advertising messages.

Consumers In Control

Lauri Bauer Sara Lee Corporation

The images of the future are enticing – programmed vehicles and homes that take the work out of driving and housekeeping, customized news and entertainment on demand, personal web conferencing. Someone has even figured out how to reduce your favorite television programs from 30 to 23 minutes by removing the commercials.

As consumers, this sounds great. As marketers, it seems formidable. How can we deliver mass-branding messages in a media world that continues to fragment by the hour? A world where the consumer has increasing control and is doing everything possible...

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