TITLE

Advertising's Crisis of Confidence

AUTHOR(S)
Jones, John Philip
PUB. DATE
June 1993
SOURCE
Marketing Management;1993, Vol. 2 Issue 1, p14
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Advertising is stagnating and its effectiveness is decreasing. Manufacturers need to improve the sales-generating efficiency of advertising to compensate for the flattening or decline in the advertising budgets of so many brands. But, even though circumstances call for advertising productivity to rise, it is, in fact, falling. Advertisers are fragmenting their brands and squeezing their ad agencies' income, while agencies are concentrating more on preserving their own profit than on producing good advertising. Clients and agencies must work together if they wish to reaffirm and demonstrate anew the commercial value of advertising. INSETS: Campbell's meatballs.;Miller Lite Lager.;Andrex Tiolet Tissue.;Andrex Tiolet Tissue.
ACCESSION #
9602150715

 

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