You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract New Book Reports 37% of All Advertising Is Wasted Five-Year Research Project Tracked $1 Billion in Spending by 36 Major Marketers By Jack Neff, Published on August 08, 2006 16 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.