ABSTRACT
One of the most often-repeated quotations about advertising was attributed to John Wanamaker, Philadelphia department store magnate, who said that he knew half of the money he spent on advertising was wasted; he just didn’t know which half. Your job, as a media specialist, is to try to ensure that your client’s dollars are not wasted. One way to achieve that is by evaluating the media plan before it is executed, and then again once it is up and running.
