This is one of the main reasons for

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I know that half my advertising budget is wasted, but I don't know which half," said John Wanamaker, the father of modern advertising, the legendary American businessman and revolutionary in trade. This man knew a thing or two about advertising. Back in 1879, he was the first in the world to place a full-page newspaper ad, and later, also the first in the world, to hire a full-time copywriter who wrote advertising texts for him.

John Wanamaker introduced many innovations to india telegram database commerce that are now standard business practices. He created and popularized the price tag, introduced the money-back guarantee, and much more.

Despite his understanding of the effectiveness of advertising, John had no understanding of how this effectiveness could be measured, how to forecast and, most importantly, how to optimize costs. 100 years have passed since his death, and most modern entrepreneurs treat advertising in the same way as Mr. Wanamaker.

For advertising agencies, this creates quite favorable conditions, when they get the opportunity not only to reduce the degree of their responsibility in case of unsatisfactory results of work, but also to initially approach its implementation not as it should be. the presence of a large number of incompetent specialists on the Internet advertising market, who promise much more than is possible in principle, and in the end throw up their hands, having wasted their clients' money.