Monday, September 11, 2006

Another reference to 3,000 advertisements

Referred to as a "flood", the number 3,000 advertisements appears in a 2001 Accenture whitepaper: Customer Segment Management: Moving One Step Closer to Nirvana ( The paper argues companies need to adopt a customer-centric business model for three reasons: a flood of competing messages; ever-rising customer expectations; and mounting financial pressures.

The authors, Clive Whitehouse, Ruth E. Spencer and Michael Payne, suggest that the number of commercial messages competing for a customer's attention has risen to 3,000 per day in the US in 2000 up from 650 in 1985. They do not indicate their source of this information. This the change represents a 350% growth over 15 years. As you can see by the chart, the change in traditional media messages represents a 293% growth over this period.

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