Marketing Outside the Box

Have you ever asked yourself how often you happen to zap through the TV channels during a commercial break trying to escape the information flood with only one thought in mind: “Help, commercials!”? As Ty Montague claims, “advertising is the business of interrupting what people are interested in with a commercial message about something they are not interested in.” And this is true – today’s consumer is bored to death by all the conventional publicity messages he is exposed to in his everyday life. What is more, advertising nowadays is increasingly perceived as a burden which forces consumers to try to avoid it as much as possible. Because individuals are continually faced with the well-known marketing tools, their activating and persuasive impacts start to decrease and lead to wear-out effects. This trend presents marketers with an uneasy challenge - they have to fight with their competitors and win the consumer’s attention without being intrusive. This, however, might turn out to be a difficult task because it involves a high advertising budget.