These include for example the dramatic demographic changes facing much of the West the burgeoning power of the retailer the changing needs and desires of consumers the rise of sponsorship the increasingly onerous legal restrictions on advertising And of course for some companies there is the new challenge of advertising abroad Together with the economic situation it is these matters which have forced many of those responsible for advertising to revisit Lord Leverhulmes commonplace that Only half my advertising works The trouble is I dont know which half Because now more than ever before the pressure is on to increase the proportion of advertising that works