We live in a noisy, information-overloaded world. Research suggests we are exposed to something like 3,500 advertising messages every day, much of which washes over us and is ignored (actually, the figure is 99 per cent according to The Guardian in the UK which conducted the experiment back in 2005).
Add to the fact our already-busy lives have been made even busier through hyper-connectivity. We listen as much to our friends and peers as we do traditional sources of media. We take in information from such a dizzying array of channels that if you stopped and thought about it for a moment, your head would spin.
And your goal is to get your message through this insane vortex of noise, for it to be heard and understood by your target audience. Do you like a challenge?