All of the responses are right on regarding your question. Yes, they have to get better marketing and better ad campaigns, and Charlie has admitted this, but there is one other problem:
Direct and others, like Verizon, not only have superior campaigns, but they have the deep pockets to make incredibly HUGE media buys. In other words, they have the tons of $$$$ to buy in the most expensive national spots, the most expensive local spots and the most targeted buys in such huge quantities that you can't miss a Direct TV ad nor one for Verizon. Part of great advertising is that the advertising is ubiquitous. The ads are everywhere (sponsoring events with Direct TV logo behind them) and the consumer is beaten over the head with repetition and several ads with something of a story arc that need several months to play out, but that cost HUGE, HUGE $$$$ that Dish just doesn't have.
Again, it is Dish's lack of deep pockets that hinder it. This wasn't a huge problem before, but now with Direct finally improved and Verizon being aggressive and Time Warner Cable advertising like never before, there is more competition and Dish's presence is getting lost in all the huge noise (tons of advertising) of its much larger and wealthier competitors. This is exactly what Charlie was talking about years ago, and that lack of resources won't stop at the ads, either. Put simply: Dish can't afford the same expensive campaigns and media buys the big-boys can. Dish is just about the only Pay-TV service that is not part of a huge media conglomerate, and the press love to refer to Dish and Charlie as "scrappy" and "feisty" because he manages to survive among much bigger sharks. But, don't count Charlie out, he has outperformed bigger companies in the past, but that was when Direct TV's management was inferior and Verizon and TWC weren't fighting so hard.
For Dish to do some of what many on this board want Dish to do such as get MLB Extra Innings, spend the same as Direct on ads and some other things, would put Dish out of business--FAST! Then the banks would own Dish and nobody would be happy. Remember, it is a small company, relatively speaking.