Creativity and Common Sense in Non-consumer Advertising
by Philip Yaffe“I know that half the money I spend on advertising is wasted. The problem is, I don’t know which half.”This succinct resume of the advertiser’s dilemma is often attributed to John Wanamaker, the department store pioneer. Some people prefer to give the credit to Henry Ford, the automobile pioneer, or other favorite business giants. Whoever said it first, it is certain that it has been said thousand and thousand of times since.The significance of the observation is nothing short of astounding. These are people whose business is investing and harvesting financial assets, yet when it comes to advertising, they freely admit to wasting at least half of
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