More on Advertising as Doing.
Gavin points to Adrian Ho's brilliant presentation on the relationship between failure, action and where advertising is headed. Or at least where advertising dollars are headed.
One of my favorite nuggets in the presentation:
"...communications are a very weak way of getting people to do things. So instead of sending out a message that you hope will change people's behaviour, you can enhance a product or service to reward people for behaving the way you want."