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Thursday, November 27, 2003
The Big Bang Theory of Advertising - aka be 'outrageous' - is the logical conclusion of the Red Queen race for attention from hyperaware consumers, and a nice way to justify invasive, loathsome push marketing.
Small wonder that marketing as theory is failing marketing as practice - both keep recommeding essentially recommending the same strategy: run faster to stand still. But what actually works is something totally, radically, different: highly targeted, noninvasive, microadvertising.
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