There are a few basic ways to waste money on advertising:
Spending too much. [In reality, this almost never happens, despite the CFO's suspicions.]

Spending too little. This actually happens a lot. Several polls have shown that at least one-third of marketing managers believe their resources are insufficient to meet their agreed-upon goals. Fifty GRPs is the minimum level to reach the target once a week.

Read more at by Gray Hammond, Today, 5:00 AM MediaPost