There is no question that communications has caused our planet to shrink in a way. A news event anywhere in the world today can be communicated, almost instantly, to everyone else in the world.
Newspapers, Radio, Television and the Internet have all contributed to this. Like any technology that brings benefits however, there are also drawbacks.
Our world is one of communications bombardment. Over the course of an average day we are exposed to news, commercials and advertising through all of these media. The result of this is that we have become conditioned to blocking out only those items that we are interested in.
This has presented marketers with a challenge. How do they ensure that their target audience responds to their message? How do they get by the spam-like filters we have all developed to protect ourselves from information overload on a daily basis?