With just five channels to choose from, I quickly memorized the TV schedule.I loved shows like The Munsters, and I also had a great time with the TV commercials.About ten years ago, I realized that a sea change was taking place.
If they don't interrupt our train of thought by planting some sort of seed in our conscious or subconscious, the ads fail. If an ad falls in the forest and no one notices, there is no ad.
You can define advertising as the science of creating and placing media that interrupts the consumer and then gets him or her to take some action.
Marketing was in a groove - if you invented a decent product and put enough money into TV advertising you could be pretty sure you'd get shelf space in stores.
And if the ads were any good at all, people bought the products.
Imagine you're in an empty airport, early in the morning.
There's hardly anyone there as you leisurely stroll towards your plane.
For ninety years, marketers have relied on one form of advertising almost exclusively. Interruption, because the key to each and every ad is to interrupt what the viewers are doing in order to get them to think about something else.
INTERRUPTION MARKETING-THE TRADITIONAL APPROACH TO GETTING CONSUMER ATTENTION Almost no one goes home eagerly anticipating junk mail in their mailbox. Almost no one looks forward to a three minute commercial interruption on Must See TV. Yet marketers must make us pay attention for the ads to work.
You've been approached five times by various faux charities on your way to the gate, and you've got a headache to top it all off.