What amount of advertsing dollars expened in the USA each are misspent
or wasted? What are the different ways advertising spending is wasted
and how is each advertising medium (TV, radio, etc), affected?

---

Clarification of Question by sharkshot-ga on 09 Aug 2005 12:06 PDT

What amount of advertising dollars expended in the USA each are misspent
or wasted? What are the different ways advertising spending is wasted
and how is each advertising medium (TV, radio, etc), affected?

John Wanamaker, founder of the department stores that bear his name is
famous for saying,  "I know that half of my advertising is wasted?I
just don't know which half."

However, a Deutsche Bank study that concludes, "TV advertising doesn't
work for mature packaged goods."  The study, done by Information
Resources Inc., looked at 23 household, personal-care, food and
beverage brands and found only 18% generated a positive return on
investment in the short term, defined as one year or less, from TV
advertising.

Home and personal brands, representing the biggest and fast-growing ad
spenders, actually saw ROI decrease as ad spending increased. Over the
course of the past three years, ad spending increased 8% versus sales
growth of 4.5%.


The Copernicus MZine (June, 2004)
http://www.copernicusmarketing.com/about/mzine/monthlyeds/june04.html

Best regards,

Omnivorous-GA