Current Events Articles

Adweek

Catalina: Marketers Waste Millions on Wooing Demos

July 17, 2012

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. This is a direct function of marketers’ overreliance on demographic targeting, said

Read entire article on Adweek
« Previous Article Next Article »

More From Current Events Articles

  • Nestle to Sail Amazon Rivers to Reach Consumers (Update1)
  • Deutsche Bank’s Babej Said to Join Citigroup (Update1)
  • BP’s Spill Fund a $20 Billion Shakedown, Barton Says (Update4)
  • Best of Luxury

    Finding the best in luxury can be a daunting task, which is why we've taken it on for you.
    View All Best of Luxury
    THINGS WE LIKE