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May 28, 2004 The Consumer Advertising Backlash by Jim Nail with Chris Charron, Sheila Baxter

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Executive Summary

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.

TABLE OF CONTENTS

• Consumers Feel Assaulted By Irrelevant Ads They Can't Trust

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This is an excerpt