4.Business owners will consider it money well spent as long as enough consumers pay attention and buy the product or use the service. But much of the time, consumers do not pay do attention. When an ad comes on the TV or radio, they change the station. They tum the pages of magazines without really seeing the ads. If an ad appears on their computer screen, they get rid of it or just look away. 5.Dave Balter worked in advertising, and he knew that most people do not like ads. They avoid watching them. reading them, or listening to them. He also knew that people do pay attention when they hear about goods and services from people they know. So he said to himself. "If no one pays attention to advertising, but they do pay attention to the opinions of their friends and family. let's focus our attention there. Let's figure out a better way. 6. what Balter came up with was a website where consumers could sign up to receive free products. In return, they promised that if they liked the products, they would tell their friends. In most cases, the volunteers also got coupons to give to their friends. All Balter asked was that they report back on two questions: What did you think of the product, and who did you talk to about it? Balter then reported back to his clients, the companies who had hired him.