Everybody has a thousand choices
For any product they might want to buy and there are a million different products competing for our wallets.
So marketers increasingly need to speak to customers individually, or in smaller and smaller groups.
But are they really doing so or simply deluding themselves as usual and paying lip service to the idea?
As questions about the effectiveness of mass marketing have grown, advertising has been assailed by other doubts too.
Where once it was thought that commercials sold goods and increased brand awareness, it is now acknowledged that many of them do no such thing.
Most people never actually buy the majority of products they see advertised on television!
But if mass-market advertising does not sell products, what will?
Interactive communication…that’s what!
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