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How to Use the 3 Most Common Direct Marketing Measurements to Increase Your Profits! John Wanamaker, a 19th century entrepreneur, once famously made the statement, "I know that half of my advertising is wasted, I just don't know which half." Fortunately for today's marketers, there are scientific ways to determine which half is wasted, and which half is not, through the use of common direct marketing measurements. Get Better Results from Your Advertising with a Disruptor When you spend money on an advertisement you want to get the best return possible. To do that you need to get people to STOP and LOOK at your ad. Crazy Ads? Maybe Youre Just Out of The Demo! My father called me to complain, again. He's 82 and he's angry. What Is Most Important - Copy Or Pic? When, some little time ago now, I first descended upon the advertising scene, we were a good deal more concerned than most people seem to be today about the nature of the business we found ourselves in. 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