Advertising's Crisis of Confidence

Jones, John Philip
June 1993
Marketing Management;1993, Vol. 2 Issue 1, p14
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.


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