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That's quite a lot to ask of thirty seconds of TV time or 25 square inches of the newspaper, but without interruption, there's no chance for action, and without action, advertising flops.As the marketplace for advertising gets more and more cluttered, it becomes increasingly difficult to interrupt the consumer.Imagine you're in an empty airport, early in the morning.There's hardly anyone there as you leisurely stroll towards your plane.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.

I used to watch Ultraman every day after school on channel 29.About ten years ago, I realized that a sea change was taking place.I had long ago ceased to memorize the TV schedules, I was unable to keep up with all the magazines I felt I should be reading, and with new alternatives like Prodigy and a book superstore, I fell hopelessly behind in my absorption of media. I was no longer interested enough in what a telemarketer might say to hesitate before hanging up.Smart marketers have discovered that the old way of advertising and selling products isn't working as well as it used to, and they're aggressively searching for a new, enterprising way to increase market share and profits.Permission Marketing is a fundamentally different way of thinking about advertising and customers. I remember when I was about five years old and started watching television seriously.

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Charlie the Tuna, Tony the Tiger and those great board games that seemed to magically come alive all vied for my attention. Growing up, it seemed like everyone I met was part of the same community.