There is a popular saying about advertising attributed to John Wanamaker,1 “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” This apparently holds true for SMMs, according to their responses in the questionnaire. Of the 126 companies, 89 reported they advertise: About two-thirds thought their advertising was at least somewhat worth it, yet many reported not measuring its effectiveness. Table 66 shows the breakdown of their responses.
Table 66. SMM’s Advertising and Promotion
Most firms reported using more than one type of advertising, but brochures, trade shows, ...
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