Abstract
In 2020, Brazilian brands invested BRL 49 billion in advertising campaigns (KANTAR IBOPE MEDIA, 2021). However, the waste of advertising money can reach more than half of the total invested (CHAIT, 2015; FOU, 2020; THINKBOX, 2018). This is an old problem in advertising, John Wanamaker, founder of the first American department store, said that "half the investment in advertising is wasted;…
