Forbes.com and Euro RSCG, as reported by ClickZ, polled senior executives at major firms around the world, finding that while 72 percent believe advertising has a big effect on their markets' perceptions of their firms, more than two out of five executives thought the ad industry didn't properly understand their industries or particular communication needs. That was more than the proportion of executives that agreed with the statement "external advertising and marketing services bring a valuable perspective to our advertising and marketing issues."