Executive Summary (This is a document excerpt)

Consumers feel overwhelmed by intrusive, irrelevant ads. The result: a backlash against advertising — manifesting itself in the growing popularity of do-not-call lists, spam filters, online ad blockers, and ad skipping on digital video recorders (DVRs). Marketing campaigns of the future must facilitate consumers' cross-channel search for information, going beyond the brand promises made in traditional advertising.

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