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That's quite a lot to ask of thirty seconds of TV time or 25 square inches of the newspaper, but without interruption, there's no chance for action, and without action, advertising flops.As the marketplace for advertising gets more and more cluttered, it becomes increasingly difficult to interrupt the consumer.Charlie the Tuna, Tony the Tiger and those great board games that seemed to magically come alive all vied for my attention. Growing up, it seemed like everyone I met was part of the same community.

There's hardly anyone there as you leisurely stroll towards your plane.Or you may stop what you were doing, say, "sorry," and then move on. What if he's the fourth, or the tenth, or the one hundredth person who's asked you the same question? You've got too much to do and not enough time to get it done. Every day, you're exposed to more than four hours of media.Sooner or later you're going to tune out the interruptions. Most of it is optimized to interrupt what you're doing.Smart marketers have discovered that the old way of advertising and selling products isn't working as well as it used to, and they're aggressively searching for a new, enterprising way to increase market share and profits.Permission Marketing is a fundamentally different way of thinking about advertising and customers. I remember when I was about five years old and started watching television seriously.

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