The New Rules of Marketing and PR
IN THIS SUMMARY
Traditional advertising is all about interruption; its success hinges on getting people to stop what they are doing and pay attention to advertising. According to David Meerman Scott, author of The New Rules of Marketing and PR, this one-way interruption is ineffective on the Web, which emphasizes interaction, education, and choice. Using the Web properly, businesses can reach niche buyers directly with targeted messages at a fraction of the cost of traditional advertising and PR. The key is to share messages with consumers instead of delivering them to them.