Joachim, Büschken - In: GfK Marketing Intelligence Review 1 (2009) 1, pp. 36-45
The efficiency of advertising is an age-old question in marketing. Do marketers spend too much on advertising, or too little? Is it really true, as John Wanamaker put it more than eighty years ago, that half of advertising spending is wasted, but we don’t know which half? How do we know...