Explores the problems facing the advertising industry in the 1980s, otably the charge that advertising was not effective enough. Compares advertising with promotion, before discussing the value of brands, the ature of brands and brand equity. Concludes that the consumer was rightly placed at the...

Examines the effectiveness of advertising in the light of the shift of marketing budgets in favour of promotions. Discusses the reasons for this shift and summarizes studies which show that advertising does work, especially during recessions. Concludes that advertising should not be eglected...