The Year in Preview

Advertising expenditures will increase, but not by as much as in 1997. Branding will continue to be the mantra of corporate marketers as they look for ways to turn products or services into franchises. But as they promote themselves in every possible way, big firms such as Nike and Walt Disney risk consumer backlash. Few athletes heading to Japan in February will bring home the gold in the Olympics endorsement sweepstakes, especially considering that the Atlanta Games produced no media stars.