Rules of engagement

Why are people increasingly becoming inattentive to advertising and what can we do about it? These are the questions that Darran Snatchfold, advertising marketing manager at IPC Prospector, addresses in this article.

Rules of Engagement

Darran Snatchfold

In our number-laden lives, certain figures should concern us more than most; even more than our increasing waist sizes. A healthy majority such as 59% would be reason to celebrate if referring to ad awareness, but it is reason to fret when it refers to ad avoidance. To make matters worse the trend is travelling in the wrong direction: strong ad avoidance has doubled within the last four years (1).

Assuming you are paying attention in this instance, I will investigate here the why of, and how to combat, audience inattention.


So, why are...

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