Advertising is dead. Long live advertising

Robert Heath

Argues that advertising is under threat largely because marketing managers doubt their ability to hold it accountable.

Advertising is dead. Long live advertising

The author argues that the myth that the workings of advertising are too 'subtle' to be held accountable is hastening its demise. He descibes seven steps to planning and advertising which iverturn conventional practice and which will lead to more effective advertising

Robert Heath

ARE WE facing the end of media advertising as we know it? The autumn 1998 issue of Market Leader quoted Niall FitzGerald as saying: ‘If somebody asked me… which half of my advertising was wasted I would probably say 90% is wasted but I don’t know...

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