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Beyond Advertising by Catharine Findiesen Hays, Yoram Wind

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Chapter 2Challenging Entrenched Mindsets about “Advertising”

The future of advertising is not about new technological platforms or killer apps. It is about a change in the industry mindset. That is, it is about opening our collective mind.

— Yaakov Kimelfeld, Chief Research Officer, Merkle (2012)

If you ask most people around the world what they think about advertising, the responses are pretty dismal. “Manipulative, interruptive, annoying, lowest common denominator.” Not pretty. And pretty understandable given much of what we are exposed to.

Let's just take the banner ad that pops up and won't go away. How about the video ad that starts to play, loudly, without your even clicking it. Or being forced to watch the same ad over and over before being allowed to navigate to where you want to go online. The ad for something you already bought that continues to follow you. The offensive ad during sports you really wish your kids didn't see. The late-night mattress-warehouse dealer who still insists on having the owner scream at you. The junk mail that you deliver straight to the recycle bin. The unavoidable message on hold, during an interminable customer service call that chirps how great they are. What is your worst story about advertising? Why do advertisers think it is acceptable to create experiences that degenerate into intrusive and annoying clutter? Why don't they/we care? Why can they/we get away with this waste of everyone's time and energy? Brian d'Allesandro, senior vice ...

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