I’ve always thought a good marketing campaign should include a focus on getting the ad avoiders. Even if you don’t build your plan around them, you should spend some time focusing on what types of advertising & marketing vehicles (think experiential) can be used to reach them. Those insights will help focus any campaign.
Wow! I’m not a marketing expert, but this is so true. I always wondered why eyeball counts and the like don’t seem to factor in the blind!