12 December 2002

Is Advertising Dead? (Part 2)

It could be, unless marketers radically change their assumptions about where, when, and why advertising works and how to hold it accountable

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"
Is there a cure for what ails advertising? Perhaps, but agencies will have to make major changes in how they create advertising campaigns. And companies will have to radically rethink how they spend their precious brand-building resources.
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
Can Advertising Still Contribute?
Killing the Brand
Is Advertising Dead? (Part 1)
Advertising: Losing Sight of the Goal
The Constant Customer
The Power of the Fifth P

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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