Nonvertising: The $10 Billion Throwaway
Stan Rapp
Over the past 40 years, in a marketing world with the only constant being constant change, one thing remains the same: the continued waste of good money poured into bad advertising.
Looking at the US alone, by my calculation, last year's non-communication total comes to $10 billion. How could anyone in his or her right mind throw away all those billions? There is no easy ...