Why 97 per cent of what you do is wasted

Conventional wisdom dictates that half of all advertising is wasted and the trick is to know which half, but Mal Emery says it can be as high as 97 per cent.

Imagine you have coaxed 1,000 consumers into a room. They are asked: “who in the next month intends to buy some furniture?” (or some jewellery, or a car, or get a massage). The statistic for all of these and more would be about the same.

On average, on...

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