American Airlines and Delta Air Lines have just announced quarterly losses of one billion dollars. This isn't because of unions, or health care costs, or fuel costs or depreciation of rolling stock.
The whole industry is dead or dying because each airline has killed their brand and given consumers no reason to choose one carrier over another other than price. Naturally competition drives prices down to the point where you can't succeed.
It's happening to airlines. It's happening to the domestic auto industry. Will it happen in advertising? What does your agency stand for--procurement?