15 March 2002

Yes, You Can Get Bang for Your Ad Buck

But don't count on your advertising agency to tell you how

by William Diggins and William J. McEwen
At a time when every corporate budget is feeling the blade, chief marketing officers can't afford to take chances with their ad dollars. Licensing a Beatles song as background music or re-creating Woodstock in a 60-second spot may snare a twentysomething's attention for a minute. But will it sell $60 chinos?
William Diggins, Ph.D., is a Senior Analyst for Gallup.
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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