"Advertising is dead. Long live packaging.” That was the title of an article of mine that elicited lively discussion a few years ago. The premise is simple. Most advertising — traditional media or social media-based — is increasingly tuned out by consumers. Add to that the accelerated fragmentation of the marketplace, and it leads to the question: How effective is advertising? Even decades ago, legendary retailer John Wanamaker remarked: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”