John Wanamaker famously said that half the money spent on advertising is wasted, but businesses don't know which half. The document discusses how both online and offline marketing activities can now be easily tracked to measure effectiveness. It promotes a marketing company that can help businesses measure their marketing returns through techniques like unique reference numbers, mail-shot tracking, press analysis, and telemarketing feedback to ensure every marketing penny is working for clients.

3. If you can’t measure your marketing activity, how do you know if it’s working ?

17. 10. Editorial Offline you can track press cuttings, Online you can use Google Alerts You can also equate the column inches to equivalent advertising cost.