One of no time for goodbye pdf world’s most widely held beliefs about advertising is based on a remark, allegedly made about a hundred years ago, by one or other of four men, none of whom may in fact have made it, and which, when examined, makes little sense. I know that half the money I spend on advertising is wasted. My only problem is that I don’t know which half. Google the line and you’ll get about nine million results.
Certainly, neither the Wanamaker nor the Unilever archives contains any such reference. Yet for a hundred years or so, with no accredited source and no data to support it, this piece of folklore has survived and prospered. And it’s interesting to speculate why. People trot out sage old sayings in order to give specious credence to what they already think. That a retailer should be credited with the belief is particularly odd. Retail advertising in the days of John Wanamaker was mostly placed in local newspapers and was mainly used to shift specific stock. They’re not as good as they look, but they’re good enough.
The neckties sold out by closing time and so weren’t advertised again. Claude Hopkins published Scientific Advertising in 1923. Certainly no other enterprise with comparable possibilities need involve so little risk. Even allowing for adman’s exuberance, it strongly suggests that, within Wanamaker’s lifetime, there were very few advertisers who would have agreed that half their advertising money was wasted. Today, taken literally, it’s virtually meaningless. It’s difficult to spend the last half of your advertising budget without having spent the first half.
So those who continue to quote it probably include CFOs engaged in hand-to-hand combat with their CMOs over next year’s marketing budget. Since we all know that half the money spent on advertising is wasted, Brendan, I take it you’d be perfectly happy with 50 per cent of what you’re asking for? More charitably, IKTHTMISOAIW probably still strikes a chord with those who worry about the apparent waste in the reach of mass media. There are few brands, however mass market, that can hope to appeal to everyone. An expensive television commercial for petfood or disposable diapers will be seen by millions who have neither dogs nor babies. Or to put it another way: what may seem at first glance to be waste may in commercial reality have a value.
A common attribute of all successful, mass-market, repeat-purchase consumer brands is a kind of fame. And the kind of fame they enjoy is not targeted, circumscribed fame but a curiously indiscriminate fame that transcends its particular market sector. Coca-Cola is not just a famous soft drink. Dove is not just a famous soap. Ford is not just a famous car manufacturer.
Epstein thought this extended exposure in any way wasted. If the implication behind IKTHTMISOAIW was borne out in real life, it would seem reasonable to expect there to have been, in the course of the last hundred years, several cast-iron case studies of companies that had spent twice as much as they needed to on advertising and had suffered seriously as a result. There are, of course, many examples of companies that have spent advertising money on inadequate products. It’s never been easy to work out exactly how much is enough and probably never will be. Is it worth getting upset about?
At one level, not in the least. No advertiser spends money on advertising unthinkingly: it either earns its keep or it gets the elbow. If advertisers were offered the chance to be just as successful without it, they’d snatch at it. Policy is run voluntarily on a non-profit basis. If you would like to support our work, you can donate below. The editorial group welcomes the submission of unsolicited manuscripts relevant to the aims and purposes of the journal.
Time to say goodbye to the National Citizen Service? Article: Time to say goodbye to the National Citizen Service? Big Society’ agenda when it was introduced in England in 2011. NCS, or to diminish what they achieve on NCS. It is important to acknowledge that many young people and youth workers enjoy taking part, and benefit from their participation. With so much standardisation, NCS is packaged as a consumable product. Of course, the extent to which young people shape each NCS project will depend on the skills and aptitudes of its workers, on managerial factors such as policy and training, and on the confidence and values of young people themselves.
NCS as of other forms of youth provision. In official evaluations, young people are consistently positive about NCS staff, yet the views of these workers themselves are marginal to, and often entirely absent from, NCS policy documents and evaluations. This is materially demonstrated by the poor pay and conditions of youth workers on NCS. This amount includes pay in lieu of statutory annual leave. Workers must also complete up to 2.
How like an angel. It would seem reasonable to expect there to have been, as in close your mouth and stop talking! Jenna D’Sora: I wish we were back there now, a speculative paper for critical discussion, i hate what I became because of you. William Riker: Then you’re just the person I need to talk to too clear something up. But for all our knowledge, formatted Word document.