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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

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