1 Both firms launched mass-advertising cam to build brand awareness and differentiate their services.

2 For example, companies have long assessed advertising effe in terms of recognition and recall.

3 Doubled advertising expen for established products increases sales just 1% to 2%.

4 Procter & Gamble excels at product positioning, advertising str, and account management.

5 But by encouraging -of-mouth advertising, innovative companies have been able to keep their marketing expenses way down.