How much is too much ? With shorter attention spans, we are becoming accustomed to shorter, crisper messaging. Be it Advertising, PR or Direct Marketing, communication professionals are realising that it is better to keep it short, crisp and focused. Repetition is the key. Better have short/ smaller ads running for more number of times rather than longer ones....but how much exposure is good ? what causes fatigue to set it ? Do we need to be aware of overkill in communication ?
On world Aids Day today, i read a nice editorial piece in one of the local English newspapers in Bangalore saying that there has been too much of celebrity endorsement for AIDS and people are getting weary. Weary of how harmful AIDS is. Weary about how to prevent it etc...
The same goes for poverty, homelessness and a host of social and economic evils. So, what is the way out of this ? We do know that it is important to hammer out these messages consistently....and regularly.
I think the way out is to be creative and adopt unconventional means to send the messages across....make a movie, start something spectacularly new related to AIDS, get celebrities who had AIDS to perform etc...
The idea is to not let boredom or fatigue set it. This is a mighty challenge anyday.
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