Magazine article CRM Magazine

These Marketing Messages Go to 11

Magazine article CRM Magazine

These Marketing Messages Go to 11

Article excerpt

WE'VE REPORTED in the past on the effects that poor marketing efforts have on consumers. Customers are bombarded by so many messages that they're tuning out, making it increasingly difficult for any messages to get through. Instead of better targeting their audiences, some marketers are responding in ways that are abusive.

Recently, my wife Galia and I watched the movie Walk the Line, about Johnny Cash's rise to stardom and his romance with June Carter. If you haven't seen it, you should-Joaquin Phoenix and Reese Witherspoon deserved all the praise they received for their performances. We'd meant to see the movie in the theater, but we missed it. So when it aired on the basic-cable channel FX, we opted to endure the editing, the censorship, and the commercial interruptions. The common complaints about viewing theatrical movies on TV usually center on censorship and editing, but this time it was the commercials that tarnished our experience. And it wasn't even the interruptions that bothered us so much-well, OK, maybe a little, but that's a price we were willing to pay. It's that we didn't know we'd be sacrificing our hearing.

In an attempt to understand some of Phoenix's mumblings, we'd turned the volume up to settings I've never seen before. (To be fair, he was competing with our air conditioner.) Then something obscene happened: The movie cut to a commercial, and my wife and I were attacked by a wall of volume that knocked us both back. I quickly fumbled with the remote to press the mute button. Then I looked over at Galia, only to see her jamming her fingers into her ears. …

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