or media, mankind is divided into two species: those who watch ads and those who don�t. Everything else is based on this classification. Media agencies would obviously want the former to flourish in number. But since it remains impossible to change people and their habits, advertising and media plans have to be modified according to audiences� habits of consuming advertising messages.

That still does not make audiences receptive to advertising. In fact, late last year, Lintas Media launched Initiative-BBC World Ad Watch 2004 - a survey that studied ad-avoidance habits. The survey found that a surprisingly low number of viewers are receptive to ads (30 per cent of the audience); and among the ad-avoiders (70 per cent) were people from higher SECs, younger age groups and males - the key targets for most brands.... more