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Remember John Wanamaker’s famous remark that half his ad budget was wasted but he didn’t know which half? A recent study by a Wharton professor concludes Wanamaker was too kind in guessing a 50% futility rate. ‘Actually, it is closer to 61%,’ says a summary in the Wharton Impact newsletter of research by Leonard Lodish. For the hundreds of brands studied, just 39% of increases in advertising weight yielded increased market share or sales volume.
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