3 ms·
None of these rules are for digital advertising as this article was written in 1982. This is also an advertisement, not a paper on JSTOR so you're not going to
by The-Bus 5y ago
None of these rules are for digital advertising as this article was written in 1982. This is also an advertisement, not a paper on JSTOR so you're not going to find citations. Many market studies are proprietary as there's no reason to provide information you paid tens or hundreds of thousands of dollars for to the competition.
You are, however, correct, in that there is such a thing as advertising that is wasted. This waste is what has sparked the creation of the hypertargeted ad market we live in today.