3.
The Context Framework
Breaking Through the Noise
Back in the limited media era, marketing meant airing a car commercial during an evening TV sitcom. Everyone watching the sitcom would see the ad, but only a fraction of those viewers may be interested in buying a new car. Such advertising still appears today, of course, but as we learned in part one, it isn’t very effective in the infinite media era. Why? Because a car ad flashed on a screen while someone’s trying to unwind in front of a favorite TV show isn’t contextual. That is, it isn’t relevant to what the consumer is doing at that moment in time, and most likely it isn’t welcome either. So people exercise the infinite choices they have and simply record their favorite show to watch ...
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