Adrants reports on a recent review by Advertising Research Foundation's of dozens of cross media studies to have been mis-spent on advertising.

There's a headline in there somewhere. "Get Wasted. Waste Your Client's Ad Budget."

That $50 billion figure represent 18.8 percent of the total $266 billion U.S. ad spend as estimated by Universal McCann. The ARF says the two biggest causes of wasted media spend are ads carrying the "wrong" message and buys being made with "wrong" timing. ARF suggest after recovering from "morning after" syndrome, you walk right up to your creative director and account director and say, "Dammit, we need to test this creative before it runs!" Yes. Test. What a novel concept.

To test or to engage. That is the question.

Update: SMLXL's Alan Moore has more good stuff on this.

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