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Marketing - Advertising


When is advertising a waste of money? Advertising needs to generate sales for companies, not just buzz, to justify the cost. While marketers focus on the challenges of automatic ad skipping and diminishing clickthrough rates, there’s a more fundamental question for senior executives: Should you spend your next dollar on making your brand promise by advertising, or keeping your brand promise by ensuring that your products and company deliver what customers want? Some executives have come to realize that the point of a brand, and any advertising supporting it, is not just to generate buzz; instead, brands succeed by shifting customer demand.






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Status: 15. August 2012