And that complete lack of self-awareness could be the biggest crisis facing the industry today.

Here s a five-step program for solving it.

Many ads are served so far down on the page that there s little chance the consumer will ever see them.

It starts when a marketer makes a good first impression through an ad that s presented respectfully, at the proper time and in the proper context.

It proceeds with the marketer feeding the consumer additional information until the transaction is complete.

Commercial TV has become exactly that, with more than 15 minutes of an average programming hour on cable networks now devoted to commercials.

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