The curse of Lord Leverhulme

This article is adapted from a paper given at the ARF/ESOMAR World-wide Audience Measurement Conference in Los Angeles in June 2002.

The Curse Of Lord Leverhulme

Erwin EphronEphron, Papazian & Ephron Inc. andGerry PollakManagement Analytics Inc.

A clich is a truth that has become too familiar. The most damaging to advertising is, 'I know half my dollars are wasted, but I don't...