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For ninety years, marketers have relied on one form of advertising almost exclusively. Interruption, because the key to each and every ad is to interrupt what the viewers are doing in order to get them to think about something else.

INTERRUPTION MARKETING-THE TRADITIONAL APPROACH TO GETTING CONSUMER ATTENTION Almost no one goes home eagerly anticipating junk mail in their mailbox. Almost no one looks forward to a three minute commercial interruption on Must See TV. Yet marketers must make us pay attention for the ads to work.

Odds are, your response will be a little different.

Same guy comes up to you and asks the same question.

Or you may stop what you were doing, say, "sorry," and then move on. What if he's the fourth, or the tenth, or the one hundredth person who's asked you the same question? You've got too much to do and not enough time to get it done. Every day, you're exposed to more than four hours of media.

Sooner or later you're going to tune out the interruptions. Most of it is optimized to interrupt what you're doing.

This site has been up and running for more than ten years, when the book first came out.

Hard to conceive of today, but the book was a top 100 bestseller for almost a year.

Marketing was in a groove - if you invented a decent product and put enough money into TV advertising you could be pretty sure you'd get shelf space in stores.

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