:: adgruntie :: Way outside the box

+ USA Today takes a look at how advertisiers are "thinking way outside the box".

"We've become so good at mentally zapping it out. You can't presume that because advertising is all over the place that it's actually reaching them," says John Hunt, chief creative officer, TBWA/Chiat/ Day.

"There are so many ads out there that consumers actively avoid commercials today to an extent never before realized," says Dan Howard, professor of advertising and consumer behavior at Southern Methodist University's Cox School of Business. "No matter how many more ads we put out there, it's not going to work ... because it's not registering."

It's always interesting to me how these articles always harp on about media choices and never about the quality of the work. They go hand in hand. A crappy tv spot is going to be just as in effective as a crappy viral. Just because you've made some viral ad, doesn't guarantee it's going to work. It still has to be good.