CABA Information Series

IS-2006-28: Reaching the Unreachable Consumer: Advertising in the Digital Age

According to Parks Associates, advertising must become more relevant because consumers are becoming more likely to change stations to skip ads. Internet advertising is growing at 28 percent compared with 4.8 percent for TV and 1.8 percent for newspapers. Consumers consider Internet advertising more relevant than other media. TV advertising should switch to targeted ads, with user permission, using interactive technology.












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