Correction: Second Biggest Area Of Advertising 'Waste'
Sep 24, 2004, 12:00 AM
An Advertising Research Foundation analysis of the Interactive Advertising Bureau's XMOS cross-media studies concluded that the second biggest area of "wasted" ad spending was attributed to "knowing when to say when." MediaDailyNews (Sept. 22) incorrectly interpreted this to mean the timing of an advertising message. The ARF said it actually means : "spending beyond the point of diminishing returns on a particular medium."