Monday, June 23, 2008

Intrusiveness = Calm

Back in the day, when AdMen ruled the world, intrusion was one of the secret sauce ingredients to capturing an audience's attention. Now, the empowered consumer is telling advertisers to CALM down.

CALM, or the Commerical Advertisement Loudness Mititgation Act, is the latest in proposed federal legislation dealing with real and perceived affronts by advertisers against their audiences.

The bill seeks "To require the Federal Communications Commission to prescribe a standard to preclude commercials from being broadcast at louder volumes than the program material they accompany."

One can argue whether this is the appropriate focus for our elected representatives...or we can simply evaluate it as one of unintended consequences of techniques that annoy customers and prospects.

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