Intrusive Advertising Builds Negative Brand Awareness

Comcast Ad on the StarTribune

I have a hard time understanding how it helps a brand to force intrusive web advertising that takes over one’s browser upon prospective customers.

In the above case, I am a current Comcast customer, but I find myself wishing that I didn’t give money to a company that forces me to hunt for a close button on their ads.

Do businesses benefit from advertising where viewer’s first reaction is “this sucks” followed by “where’s the close button?”

If this type of advertising could consistently be disabled with a click of the “esc” key, I might find it tolerable, but having to seek out the “Close X” button is infuriating.

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