WRATH OF THE CONSUMER
I read with interest Ray Schultz’s editorial on the new consumer (Direct Hit, Sept. 1). I agree with him that the cult of irritation has led marketers to bring the wrath of the consumer down upon themselves. I actually read an article in which one of our local auto dealers admitted that the objective of his ad was to irritate consumers to the point that they came into the dealership to complain, giving him an opportunity to sell them a car. Apparently, this actually worked!
I concur that marketers should embrace the change by creating relevant, pleasing, targeted advertising. However, I’m not sure we shouldn’t on a more strategic level try to change the change
Network
