Unnecessary Force

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Do consumers hate TV commercials? TV executives, ad agencies, clients and media critics seem to think so. A whole mythology has been constructed around the idea that people hate advertising, that the 30-second TV spot is dead, and that only extreme measures can save advertising from the tsunami of TiVo and other ad-zapping digital video recorders.

The war with Iraq presented a perfect example of why this myth couldn’t be further from the truth. A study by WPP Group’s Lightspeed Research showed 83 percent of consumers wanted a return to regular TV programming, including commercials, after the first week of fighting.

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