21 January 2002

Think Before You Spend

Why advertising is not the best way to engage your customers

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"
With the economy in low gear and businesses cutting back on advertising, some marketers are trying to capitalize on the lack of clutter -- and bargain-basement prices -- by increasing their ad spending. But is this the right strategy? Here are some smart questions to ask before you invest your marketing dollars.
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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