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Did you notice that most of the claims in this article are stated as facts but not explicitly supported by data? There is good reason for that. Advertisers have strong opinions about advertising but outside of the digital marketing space they have few ways to get good feedbacks. They do market studies but it’s very hard to decisively link sells to advertising. It’s something to keep in mind when sizing your advertisement budget.

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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.

>Did you notice that most of the claims in this article are stated as facts but not explicitly supported by data? There is good reason for that. A̶d̶v̶e̶r̶t̶i̶s̶e̶r̶s̶ programmers have strong opinions about a̶d̶v̶e̶r̶t̶i̶s̶i̶n̶g̶ programming

Still works

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