Nonvertising: the $10 billion throwaway

Admap’s U.S. editor, Stan Rapp, reckons that at least 60% of advertising is wasted (nonvertising).

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...