Blank spaces could be on the endangered list, as advertisers are apparently determined to fill them all in. Among the examples: eggs stamped with the names of CBS shows; subway turnstiles with
messages from Geico; ads on US Airways' barf bags; and trays in airport security lines that tout Rolodexes.
Marketers used to try most to reach people at home, but with viewing and
reading habits changing so fast, many now think the best way to reach time-pressed consumers is at every possible turn.
"We never know where the consumer is going to be at any point
in time, so we have to find a way to be everywhere," says Linda Kaplan Thaler, chief executive at the Kaplan Thaler Group. "Ubiquity is the new exclusivity."
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