Declining the engagement

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...

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