Marketing managers have to acknowledge, most consumers are looking for ways to avoid advertising. While there is more advertising these days, there are many more tools to help us block or skip advertising or pay for ad-free content (e.g., Netflix). So advertisers need to get more creative to figure out how to deliver their messages.
This article and video from the Wall Street Journal, “Advertisers Try New Tactics to Break Through to Consumers” offers some great examples. I will show this video in class to stimulate a discussion on this topic and to introduce a new chapter in Essentials of Marketing 15e, “Publicity: Promotion Using Earned Media, Owned Media, and Social Media.”