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THE CAMPAIGN ESSAY: THE MEASUREMENT MYTH.(advertising budget analysis)(Column)
'Half my advertising budget is wasted - the question is which half?' Just how far have we come since Lord Leverhulme uttered his famous dictum? Gary Duckworth examines the arguments.
I'm going to be provocative, since I'm allowed to be in this article, and suggest that the esteemed Lord Leverhulme's words may well have led us on a wild goose chase, because I reckon he framed a question which is at best misleading, and at worst unanswerable.
Firstly, it assumes that advertising is inherently wasteful - a bit like saying 'Have you stopped beating your wife yet?' or 'How long since you downed a bottle of gin?' So it's a question that contains a hidden ...
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