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May I...?

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  • Posted on 14th Sep, 2022 01:16 AM
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Marketing, Guerrilla marketing - May I...? - Entrepreneur.com

This story appears in the December 1998 issue of Entrepreneur. Subscribe »

One of the biggest problems with mass-market advertising is thatit vies for the attention of prospects by interrupting them.That's why TV commercials have been called "dreaminterrupters"-the TV show is your dream; the commercialsinterrupt that dream. That's not so good.

On the other hand, if nobody else is interrupting the audience,the interruption is effective for you. Unfortunately, that neverhappens-and there are so many interruptions these days that peoplehave learned to ignore them. Television is cluttered withcommercial messages, and the Web is even worse. That's whyguerrillas are rapidly warming up to "permissionmarketing" on the Internet.

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