Instead of dumping tens of millions of dollars into an ad campaign that lacks much sizzle, why not use this money to raise pay and benefits for new recruits and their families?
Are there any sound arguments against paying this money directly to new recruits rather than a high-priced advertising agency? Well, perhaps one. It would mean the ad agency would have to throw a slightly less glitzy holiday party for its staff this December. Now that would make me feel guilty.