This article is part of the March 2023 Spotlight US series, " It's time to talk about marketing effectiveness” Read more
“Half my advertising spend is wasted; the trouble is, I don’t know which half.” This quote is regularly attributed to US retail magnate John Wanamaker when the topic of media effectiveness is discussed. What’s even more interesting is, according to historians, Wanamaker, who opened his first department store in 1876, guaranteed the quality of his merchandise in print, allowed his customers to return purchases for a cash refund and invented the price tag. He...