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.
