Not surprisingly, many a marketer’s opinion about advertising is likely to echo that of John Wanamaker’s:
“Half the money I spend on advertising is wasted; the trouble is, I don't know which half.”
At the heart of the problem is . . .
- the poverty of intellectual honesty, and
- the temporary or terminal lack of advertising literacy . . .
. . . on the marketer’s and/or agency’s side(s) of the table.
Yet, every advertising opportunity contains within it the seeds of a renaissance.
One that starts with the consumer.