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CHOICE Review

John Wanamaker, the department store magnate, supposedly stated: ``Fifty percent of my advertising expenditures are wasted, but I don't know which fifty percent.'' Wanamaker's confusion about the impact of advertising is shared, even today, by many business managers seeking to increase the effectiveness of their advertising. Since the 1970s, a number of quantitative models have emerged that supposedly aid decision makers in assessing various media. This book summarizes some of the top nonproprietary media models and assesses the strengths and limitations of each. Rust deals mainly with four categories of models that would be of primary interest to media planners: audience reach models; overlap-duplication models; frequency of exposure models; and media selection models. A chapter is also devoted to models currently being used to estimate the audience size of TV shows and the rationale of viewers when selecting TV shows. There is a heavy emphasis in the book on quantitative relationships, and each model is presented in an equation format. Thus, readers should have a fairly strong background in mathematics if they are to derive maximum benefits from the material. The book provides valuable information for media planners and might also be useful to students in advanced advertising courses or as supplemental reading for a quantitative marketing course.-G. Kress, Colorado State University