According to market research firm Yankelovich, we are exposed to upwards of 5,000 ad messages a day (up from about 500 in the 1970s). That is a lot of noise and clutter. As a result, people have developed defenses to tune out most of these messages.
And this is not just a problem for traditional advertising. When you meet new service providers, and have a conversation, there is a lot of clutter as well. Do you know more than one financial service provider, banker, or plumbe