61% WASTED?: The Wanamaker Rule





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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in