"Should companies continue to spend billions of dollars on advertising, when surveys are showing that the effectiveness of television ads are decreasing? Or should they rely more heavily on finding some other way of communicating to potential customers?"
I believe that companies will lose a lot more money if they cut television commercials all together. I believe cutting down on them won't hurt and could possibly help them. By using banner adds on the Internet, billboards, and other types of common marketing, companies can flourish. The money that they save by cutting down on TV commericals could be used for other types of innovative marketing.
Doing the research to see what type of marketing is the most effective will cost some money but in the long run the company could get their message to many more people and potentially boost their sales.
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