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LTTN 01 The Harder Hard Sell It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didn’t know which half The real effects of advertising have become more measurable, exposing another, potentially more horrible, truth for industry in more cases, it can be a lot more than half of the budget that is going down the drain The advertising industry is passing through one of the most disorienting periods in its histo.