There's TV at the airport, advertisements in urinals, newsletters on virtually every topic, and a cellular phone wherever you go.This is a book about the attention crisis in America and how marketers can survive and thrive in this harsh new environment.About ten years ago, I realized that a sea change was taking place.I had long ago ceased to memorize the TV schedules, I was unable to keep up with all the magazines I felt I should be reading, and with new alternatives like Prodigy and a book superstore, I fell hopelessly behind in my absorption of media. I was no longer interested enough in what a telemarketer might say to hesitate before hanging up.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.
If you're a New Yorker, you might ignore him altogether.That's quite a lot to ask of thirty seconds of TV time or 25 square inches of the newspaper, but without interruption, there's no chance for action, and without action, advertising flops.As the marketplace for advertising gets more and more cluttered, it becomes increasingly difficult to interrupt the consumer.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.There were only three main channels-2, 4 and 7, plus a public channel and UHF channel for when you were feeling adventuresome.I used to watch Ultraman every day after school on channel 29.Smart marketers have discovered that the old way of advertising and selling products isn't working as well as it used to, and they're aggressively searching for a new, enterprising way to increase market share and profits.Permission Marketing is a fundamentally different way of thinking about advertising and customers. I remember when I was about five years old and started watching television seriously.Now, imagine the same airport, but it's three in the afternoon and you're late for your flight.The terminal is crowded with people, all jostling for position.