Thomas Crosbie Holdings

John Wanamaker was born in Philadelphia in 1838. He was a much respected and admired merchant, religious leader, civic and political figure. He is often referred to as the ‘father of modern advertising’. He is famously quoted as saying that ‘half the money I spend on advertising is wasted; the trouble is I don't know which half’.

This quotation perfectly captures the challenge for advertisers – making sure that they get the correct message to the correct audience, without wasting money getting it to everyone else as well. The individuals that advertising is intended to influence are known as the ‘target market’ or ‘target audience’.

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