Founder Walt Disney didn't think so. In fact, the company followed a strategy of avoiding traditional means of promotion for much of Disneyland's history.
Mr. Disney's thinking was born from a belief that works of art and entertainment are intrinsically interesting to the public. So, by creating new and appealing additions, publicity, word-of-mouth, and televised documentaries have the potential to provide the public with most of the awareness and reminding that Disneyland needs.
Under Jay Rasulo, Walt Disney Parks and Resorts is largely forgoing capital improvements in favor of meaningless reminder advertising, such as that typfied by the "Year of a Million Dreams" campaign. Which strategy, though, would you, as a consumer, prefer? And, which do you think has the potential of being most effective from Disney's standpoint?