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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 2. Intrusive media versus the psychic postal carrier

If your company buys advertising, most of it is very likely to be intrusive. In fact, many ad agencies pride themselves on the memorable and intrusive advertising they produce that “breaks through the clutter” of other advertising and catches consumers’ attention. Direct response advertising such as direct mail intrudes on the activity of opening one’s other mail, and infomercials are designed to capture the attention of the channel surfer. In order for all these types of advertising to effectively influence either branding metrics or eventual purchase, the ads must be seen and their messages understood.

Imagine how much more powerful direct mail advertising or catalog distribution ...

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