| The golden age of advertising may be just | | | | commercial messages.As a result, it is more |
| ahead of us. This is according to Catherine | | | | important than ever that all elements of |
| Bension, CEO of Select Resources, one of the | | | | advertising programs work from the same |
| largest advertising agency search consultants | | | | central theme or idea. Since reach and |
| in the world. Bension presented at a recent | | | | frequency needs are no longer met by using |
| ad industry conference in Milan, Italy on | | | | traditional media methods, an effective |
| behalf of Worldwide Partners ( This is an | | | | program requires that messages rigorously |
| interesting thought to ponder, given the | | | | reinforce each other at every point of |
| complexities the proliferation of media has | | | | consumer contact. Given the way most |
| brought to advertisers.Consider for a moment | | | | advertisers are organized, this is a tall |
| how difficult it is becoming for marketers to | | | | order.Many advertisers have different groups |
| consistently get their messages in front of | | | | handling advertising, direct marketing, sales |
| their most important audiences. With myriad | | | | promotion, Web site design, and public |
| choices, many advertisers are less visible to | | | | relations. Within most organizations, these |
| their core audiences. A primary reason is | | | | groups are independent and do not collaborate |
| that consumers are not consuming media in the | | | | in ways to ensure success in this new media |
| ways they did even five years ago. While time | | | | age.Advertising agencies are mostly organized |
| in front of video screens is increasing, | | | | in a manner similar to their clients. They |
| these screens now include e-mail, Internet | | | | run specialty areas like direct marketing, |
| web searching, video games, and DVD movies. | | | | interactive, and advertising as separate |
| While much television is viewed, TIVO is | | | | business entities. Each area is vertically |
| giving consumers control to skip over | | | | integrated with full service staffing. |