What A Waste

According to World Advertising Research Center, marketers worldwide believe that 65% of their marketing spend had no discernible effect on consumers in 2007.
Asi Sharabi of No Man’s Blog believes “marketers are trapped in a vicious negative feedback of ineffective campaigns and ineffective measurements.”
What’s your read? Would improved measurement allow you to get more creative?

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Only 65%? And it has little to do with measurement. A GPS helps when you’re lost AND when you know where the hell you’re heading.

  2. ‘Discernable effect?’ How do I discern what you will do tomorrow versus what you say you will do tomorrow?
    People in this business will always try to measure effectiveness, and many things can indeed be measured. Sales are one thing, but when it comes to overall branding that may translate to sales, there will always be a grey area and that needs to just be accepted.
    You can’t measure how much you like someone. You can’t measure whether someone will want to spend more time with you now, or later, or never. You can’t measure how many times you’ve heard something positive about someone, versus negative. You can try. You can get a general feel for it. But you can never be completely precise, can you?
    Branding is the same. Business will always be partly in the dark and so will continue to need to rely on talented human insight (gut – an important disappearing necessity) to communicate with people. Because parts of human nature still have yet to – effectively, concisely, discernably- be predicted in many other real world scenarios, and we sell to humans, so…