ADVERTISING NO MYTH, IT WORKS

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As advertising professionals who have witnessed the power of advertising, we were dismayed by Rance Crain's dismissal of the value of our life's work ("Power of advertising more like a myth," AA, Jan. 10). We are sure that many of our colleagues at other agencies would agree. We are equally certain that they have as much evidence as we do that advertising clearly contributes to not only sales but to share and profit as well.

Our own clients have observed the impact of advertising relative to other brand promoting efforts by isolating the impact of various marketing tools in different test markets...Clients are far too smart to invest billions of dollars over many decades in a myth. They have invested, and been rewarded, because the power of advertising is real.

Robert J. Morais, Senior VP

Carrafiello, Diehl & Associates

Irvington-on-Hudson, N.Y.

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