The crux of accountability
"Half of all advertising budgets are thrown out the window," claims a saying commonly heard among advertisers.
A common saying among advertisers is that half of all advertising money is thrown out the window, but most people just don't know which half it is. This statement is contradicted by the calculations of Advertising Accountability. This is a special approach to budgeting. One calculates mathematical-theoretical optimization techniques. Whether this checking of the advertising with the eyes of the controller is meaningful, leads again and again to passionate discussions in expert circles. Advocates and opponents of accountability in advertising thoroughly misunderstand each other - and probably also intentionally, says Wolfgang Koschnick on page 15.
