A personal example brought this home to me just two days ago: I was participating in a survey conducted on behalf of a financial services firm. One of the questions asked me to list out the names of firms that I had seen in _any_ form of media in the recent past. I was hard put to recall even one. The ones I did recall were services I used and, on reflection, I could recall when I last saw their ad. Interestingly, I could not recall even _one_ ad from the Web – where I spend much more time than on TV or with magazines.

Now, I might have a much flakier memory than most, but I believe that there is something there. Its like saying that just because every car driver looks at the windshield and we should scroll messages across the bottom of the glass.

I hope that doesn’t become a marketing idea 🙂