Commentary

Why The Most Important New Industry Acronym May Be RCT

It’s been a while since I’ve been at an industry presentation where someone invoked the old chestnut -- usually attributed to Philadelphia retailer John Wanamaker -- that “half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

And if a new initiative backed …

2 comments about "Why The Most Important New Industry Acronym May Be RCT".
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  1. Jack Wakshlag from Media Strategy, Research & Analytics, July 13, 2020 at 4:32 p.m.

    A welcome idea. Hopefully they will have many replications across conditions so they can generate law like knowledge. Until we act like scientists, we will not find what we seek. 

  2. John Grono from GAP Research, July 13, 2020 at 5:11 p.m.

    I like.   I look forward to advertisers grasping the nettle and funding how effective their advertising is.

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Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.

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