In 1994 research projects found that the number of commercial messages that the average consumer received were approximately 3,000 per day. This was prior to the explosion of the internet. Today the estimates are that consumers are bombarded with anywhere from 9,000 to 15,000 commercial messages per day. These messages include everything from flashing banners on an internet site, to pictures on T-shirts. Logos are ubiquitous and even the staid conservative world of golf now has participants who look like NASCAR drivers. Decision-makers are bombarded with even more messages in the form of postcards, e-mail, voice mail, and Blackberry messages. Many marketing people rightly believe that messaging is almost out of control.

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