"Did you get that faint SOS from the Cannes International Advertising Festival last month?" asks Erwin Ephron. "It read 'Mayday! Our audience has gone from watching commercials to making them ..."
Ephron says he "couldn't help thinking that's the smoke above, what about the fire below? Shouldn't we worry less about consumers creating advertising and worry more about them ignoring and avoiding
it?" Not that he blames them. Marketers say consumers are in charge and carefully limit them to answering surveys. Yet make no mistake, today's consumer is in physical control, he notes. Remember,
people decide which media they'll watch, read, listen to or click, and they determine which ads elicit a response. "Consumer-centric is not about who creates advertising; it's about who has the power
to ignore it."
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