[alexpotato]

There is the old quote:

"Half of my advertising useless. The only problem is that I don't know which half."

That was certainly true in the newspaper and radio days when attribution wsa difficult (although you could argue coupon codes etc helped.) Today, however, every online ad id attributable to a sale.

That makes me question:

1. Why do they keep spending money on things that don't work?

2. Why do they spend money on things they can't track?

I don't know the answer to #1 but folks I know who work in radio sales say that #2 happens b/c certain demographics are essentially not reachable by desktop web ads or even mobile. That's why they target radio.