How Leading Brands Develop Breakthrough Creative -- and How You Can Profit

THE CONSUMER IS IN CONTROL

Today’s consumer is a new breed. From e-mails to direct mail, they’ve honed their skills of tossing, filtering and editing what they see, read and touch. Just look at the new filtering devices -- digital video recorders, commercial-free satellite radio and Do Not Call/Mail registries top the list. Online screening through opt-ins, the delete button and spam eliminator has become very popular. For today’s consumer, it’s a new marketing world.