Go back to the John Wanamaker quote: “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.”
Do you believe this statement is still true today? Find evidence, tools, and research that prove John Wanamaker wrong.
How do you know advertising works today?
Is 100 percent of advertising spending not wasted, or has the percentage changed, and, if so, to what? You can also attempt this for public relations.
What percentage of public relations spending can be proven to be effective and not wasted?
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