8 July 2004

Can Advertising Still Contribute?

New studies contend that advertising has lost its punch. But perhaps it's just lost its way.

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
For several years, respected industry leaders have been assailing both advertisers and their agencies for lack of performance. It's time for marketers to rethink not just what they're spending, but what they're focusing on and how they're monitoring their progress.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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