7.2. "Fragflation"
Remember stagflation? If you lived through the seventies, you do. It's when the economy suffers both high unemployment and high inflation—a combination thought impossible by most economists until it happened. In theory, high unemployment should temper inflation, as consumers pull the reins in on spending and prices come down. But in the real world, that's not always the case.
There is a similar principle in the world of marketing I call "fragflation." That's the deadly combination of fragmentation and inflation in the media. Let me explain.
Your prospective customers simply do not have the mental bandwidth that they used to. There are more TV and radio networks vying for their attention. There are more news sources, most available ...
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