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What Advertising Actually Works?

Advertising Age just published an article entitled Young Consumers Switch Media 27 Times An Hour. In it, the author writes: “It’s every advertiser’s worst nightmare: consumers so distracted by a dizzying array of media choices that they no longer notice the commercials supporting them. And its time might be closer than you think. A recent study found that consumers in their 20s (‘digital natives’) switch media venues about 27 times per nonworking hour – the equivalent of more than 13 times during a standard half-hour TV show.”

Marketers are flummoxed. If these consumers aren’t consuming their ad messages, if they surf away, avoid or – horrors! – ignore the messages, how can they be reached by marketers? Here’s a thought: reach them when they want to be reached. Reach them when they are in search-and-buy mode. Reach them in-store.

Marketers who invest in the only space where the money, the motivation and the products co-exist tend to sell more product. Duh.