Today's advertisers generally feel that the most critical and difficult issue is how to reach the people they are trying to influence. Psychologists have compared teacher information with advertiser information. Although the teacher may not make the students accept his point of view, he can ensure that all the students can hear his point of view, because the students have to attend classes; and an advertiser has to spend a lot of money, racking his brains to achieve the same effect. He has to choose some kind of media, such as television, to find a program that everyone loves to watch, and to ensure that people do not leave their seats or change channels when advertising. Even if all this is achieved successfully, he only contacts a small proportion of the expected audience - if he chooses the most popular program on TV, he only accounts for 30% of the TV watching population. The editorials of ordinary newspapers are only read by 25% of the readers, not to mention that they can't do it in general. The contact between advertisement and audience is a kind of low level contact.

这种低水平接触的一个重要原因在于听(观)众有种逃避广告的心理。不但在听(看)到广告后会自然产生一种抗拒心理来抵制广告，就是在听(看)到广告的那一刹那，他们也采取一种回避态度，充耳不闻或转移开视线。这种现象在心理学上得到了解释，人们对外界事物并不是事事注意的。外界事物的信息到达人的信息接受器官那里时，并不能畅通无阻地被接收，人总是有选择地接收他想要接收的那部分信息，对于他不想接收的那些信息，则采取一种排斥态度，广告，常常就属于人们所排斥的信息中的一种。所以，广告宣传战要想获得胜利，首先第一个战役就是要吸引听(观)众的注意，让他们听(看)到广告，并注意广告的内容，只要做到了这一步，才有下面第二步、第三步成功的可能。

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