Almost no one goes home eagerly anticipating junk mail in their mailbox. Almost no one read People magazine for the ads. Almost no one looks forward to a three-minute commercial interruption on must see TV.
Advertising is not why we pay attention. Yet marketers must make us pay attention for the ads to work. If they don't interrupt our train of thought by planting some sort of seed in our conscious or subconscious, the ads fail. Wasted money. If an ad falls in the forest and no one notices, there is no ad.
Source: Permission Marketing : Turning Strangers Into Friends And Friends Into Customers, Pages: 25
Contributed by: ~C4Chaos