People-centric media planning: Leveraging involvement, mind and mood to improve media effectiveness
Howard Parry-Husbands, John Cucka and Sharyn Smithpollinate
The needs
Wasted media
In the 1870's, John Wanamaker is quoted as having said (and Lord Lever-Hume plagiarised in the 1930s) "Half the money I spend on advertising is wasted; the trouble is I don't know which half. "Almost one-hundred and forty years later, we're still no closer to optimising advertising away from this waste to the extent that in 1998 the chairman of Unilever, Niall Fitzgerald, was quoted as saying that "Ninety percent [of my advertising] is...