“Half the money I spend on advertising is wasted – I just don’t know which half.” It’s a good and enduring line. And whether you attribute it to US retail pioneer John Wanamaker or UK industrialist Lord Leverhulme, chances are every marketer has had their nose rubbed in it at least once.
But it’s also a line that’s no longer true. Thanks to a solid and growing body of evidence, we’ve entered an era when it’s possible to make marketing highly measurable. However, leading authorities on advertising effectiveness, such as Peter Field, Rob Brittain, Les Binet and Mark Ritson, have made some startling discoveries – and not all fit the accepted
