10 June 2002

Advertising: Losing Sight of the Goal

Ads build relationships, but for whose benefit?

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"
A recent ad campaign serves as a cautionary tale for marketers in any industry. The campaign made political advertising history and attracted national attention. It was great work, its creator claimed -- but the candidate didn't win. Then who did? And how can a patently unsuccessful campaign qualify for greatness?
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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