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This Is No Time to Coast
I disagree intensely with Alan Gottesman’s statement in “A Deeper Funk” [A&C, Oct. 8] that, “There’s not a lot of point in pitching [advertising] to people who have withdrawn from the marketplace.”
Not true. Marketers must be smarter than ever in today’s business environment. It’s not a simple matter of “shutting down” advertising until consumers “enter” the marketplace again. Consumers are, and will remain, in the marketplace.
Marketers must rethink how to better, more efficiently and more effectively reach those consumers.
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