Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
Nearly a century after John Wanamaker first gave voice to the entropic theory of advertising, marketers remain in thrall to a fundamentally profligate system.
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half,” the department store magnate said in 1919. And given today’s super-saturated ad landscape, that squandered sum is probably now closer to 80 percent.
According to a new study by Catalina Marketing, just 36 percent of television ad exposures are delivered to the households that account for the vast majority (98 percent) of CPG purchases.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in