As we contemplate a conference on 'Measuring Advertising Performance', we should perhaps consider the extent to which, in our eagerness to 'prove' the power of advertising, we are becoming solipsists; four advertising legs good, all forms of promotion on two legs bad.
There is nothing wrong in espousing the virtues and power of advertising - and indeed, as event sponsors, Billetts clearly believes in its value - but, as objective and independent analysts, we should be increasingly concerned with demonstrating its power via balanced discussion and pragmatic reasoning.