Proof that the Mass Market Is Not Dead, Just … Different

The backlash against Johnson & Johnson over its ill-conceived Motrin ad proves that the mass market is alive and well, with one major shift: It’s now controlled by the consumer. Consider the irony: An ad that had been living innocuously for more than a month on a Motrin website and in a few print mags was Twittered into a national story by a small but vocal group of moms. This tells me that even the most targeted Web advertising – in the hands of the right viral (pick one) advocates/mob – has more potential reach than TV advertising in the pre-cable days. Not only that, but thanks to YouTube and the search engines, the campaign will endure in all of its infamy well into the future.

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