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coach briefcase sale skilled entrepreneur who turned a small men's clothing store into a retail empire. As skilled as he was, however, Wanamaker struggled with one of the challenges all entrepreneurs face even today. He is famous for saying, "Half my advertising budget is wasted. Trouble is, I don't know which half."Put another way, how do we know what part of our marketing causes a customer to make a purchase?John Wanamaker opened his first department store in Philadelphia in 1861. Wanamaker's became an institution at the hand of this skilled entrepreneur who turned a small men's clothing store into a retail empire. As skilled as he was, however, Wanamaker struggled with one of the challenges all entrepreneurs face even today. He is famous for saying, "Half my advertising budget is wasted. The book reflects on a massive, three year, $7 million neuro marketing study that engaged 2,000 volunteers in reacting to a range of marketing scenarios and samples to attempt to determine what motivates our buying behavior. The results were surprising and, in some cases, rather unnerving.For instance, can you name the three main sponsors of "American Idol?" (If you can't, Ford, AT and Coca Cola might start to think they are wasting the nearly $26 million they each spend annually to have their names associated with the television show.) What makes these sponsors so memorable is not their 30 second ads; it's their product integration into the show. The judges drink from cups featuring Coke logos. Ryan Seacrest reminds us to vote using our AT cell phones. The contestants make music videos featuring the latest Ford