Permission Marketing

The marketing vice president of YAHOO! explains that consumers have learned to ignore traditional media ads, which steal their attention by being placed in the midst of print or TV entertainment. In permission marketing, the consumer is invited, with incentives, to become engaged with the advertising message. This strategy produces a pool of consumers more likely to buy because they've agreed to their involvement, and it's less expensive than broadcasting to a wider indifferent audience. The author also has some astute ideas about ad economics and how to measure responses to ad campaigns. A fabulous account of some important marketing ideas. T.W. (c) AudioFile 2001, Portland, Maine