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The What Sticks data demonstrate is that media allocation without data to support looks like “black art” but is probably more like guessing. If 37% of advertising expenditures is wasted for the largest and best of marketers, one can only imagine how high the percentage might be for others. The decline in commercial print volume since 2000 is not just competition with other media, but a dissatisfaction with print. If people were satisfied with their results, they would not have been reallocating budgets the way that they did.
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