For decades marketers have been spending more and more to try toget their message out only to find their pitches go down in a sea of noise generated by countless other marketers trying to do the samething. In effect, companies have been paying big bucks to beignored. Now, inspired by the Internet's ability to do a better job of targeting prospects and measuring results, advertisers are dreamingup new ways to break through the clutter and connect withpotential customers at a lower cost.The new techniques are formerly finding their way onto streets andwalls and even into clothing pockets around the world. Perhaps justfive years from now, companies will be able to routinely andinexpensively embark on ad campaigns that hit exactly the rightprospects with entertaining, hard-to-ignore messages that canfollow people via new high-tech media into their cars, offices, livingrooms, and bedrooms and the advertising revolution got startedonline.Advertising via magazines or newspapers are effective butextremely costly. Companies spend large amounts for advertising inthe anticipation of large rewards and therefore far greater risks. Itis obvious that companies are willing to spend large amounts onadvertising if the advertising that they are paying for makes them aprofit.Companies that master the new techniques, the payoff ispotentially enormous: a big jump in customer mindshare whileholding the line on marketing costs. And whereas the big advancesin advertising technology once favored traditional giants, whichcould afford to mass-market its message, the new techniques areaffordable to smaller companies, too. "Of interactive ad agenciesthat have sprung up to focus on online advertising, "we can cut thecost of the advertising in half while maintaining customerresponse."
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