The only advertising that advertisers have to do that actually makes a difference is advertising their services to their customers (and this would include an in

The only advertising that advertisers have to do that actually makes a difference is advertising their services to their customers (and this would include an in house advertising division convincing the rest of the company that they're sufficient effective). If they can actually show the effectiveness of an advertisement then good. If not they you fallback on "mindshare". Really the people we need to be reaching are product owners et al.