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
CINCINNATI (AdAge.com) -- A new book by marketing industry veterans Greg Stuart and Rex Briggs details a five year research project that tracked $1 billion in ad spending by 36 major marketers and concluded that 37% of all advertising spending is wasted. The study, overseen by the Advertising Research Foundation, is believed to be the largest one of its kind ever conducted. ...