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Research maybe key to targeting audience adept at ad avoidance
CONSUMERS ARE THE all-important arbiters in the marketplace, choosing the messages they want to engage while ignoring the vast majority of ad clutter, according to integrated-marketing experts speaking at AdWatch.
The challenge for marketers and agencies is to figure out how to reach the majority of Americans who don't care about a marketer's product or service and don't want to be pitched.
"Consumers don't want all these messages.... There are far too many messages and the challenge is to get relevant," said David Kenny, chairman-CEO of Digitas,...