14 November 2002

Is Advertising Dead? (Part 1)

This timeworn strategy may no longer build world-class brands in today's marketplace

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"
Hoping to build world-class brands, companies continue to spend millions of dollars on advertising. But some experts now question whether this is a worthwhile strategy -- or ever has been. If these marketing gurus are correct, the outlook isn't good for ad departments and agencies.
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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See also
Did Advertisers Lose the Super Bowl?
Can Advertising Still Contribute?
Killing the Brand
Is Advertising Dead? (Part 2)
Advertising: Losing Sight of the Goal
Yes, You Can Get Bang for Your Ad Buck

Customer Engagement: Going Beyond Satisfaction

How do world-class organizations rise to the top in today's intensely competitive, turbulent global marketplace? High-performance organizations recognize the emotional drivers of human nature and leverage them to drive performance, one customer at a time.

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