Does Brand Awareness Advertising Even Matter Anymore?

Before the internet, advertising was a glorious business. Being an ad salesperson was as easy as signing insertion orders. There wasn’t much competition, and tracking performance was more of an art than a science.

19th-century retailer John Wanamaker is notorious for saying, “half the money I spend on advertising is wasted; the trouble is I don’t know which half.” When you didn’t know which half was a waste, you had to continue spending, hoping that overall sales would offset the waste.