In other good news, a lot of people say they HATE advertising messages. In reality, they are saying they hate irrelevant, disruptive, intrusive messages that they never asked for in the first place. The methods of communication that work in our current environment are those messages that are meaningful to the target, authentic and are delivered when and where consumers want them. When we do this for our clients, it will lead to shifts in perceptions, paradigms, preference and ultimately behavior.

Want to send me a new trailer for the Transformers 2 movie? Heck yeah, I’ll sit and watch that at any point in the day. Want to tell me about a new sports car that is as fast as a Corvette but runs on electricity? Sure, I’ll listen on my own time when I’m not busy. Want to put a commercial for homeowners insurance into an NFL game when my current agent is a family friend? I’ll be hitting the fast-forward button on my DVR.