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Bài luyện tập trắc nghiệm 01The Harder Hard SellIt 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 history. This is due to a combination of longterm changes, such as the growing diversity of media and the arrival of new technologies, notably the internet. With betterinformed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work.