ABSTRACT
One of the most provocative questions in the advertising industry is “How much advertising is enough?” The answers vary with the situation, of course, but if not for the question we would be less likely to learn the nature of those specific conditions where advertising may be typically insufficient or typically excessive. I would like to offer some perspectives on a few built-in limitations to the role of advertising. Hopefully, the specifications of the limitations will also sharpen the sense of the contributions of advertising.
