An old saying has it that half of all advertising budgets are wasted— the trouble is, no one knows which half.

有句老话，广告开销中一半是多余的。问题在于，你不知道哪些可以算到这一半里。

KATE MCKENNA: There are two immediate things we can do: we can increase our advertising budget and bring forward the launch date.

凯特．麦凯纳： 有两件事是我们可以马上做的：我们可以增加广告预算、提前上市日期。

The mechanics differ — big trees capture sunlight by being tall and wide, while large brewers earn billions of dollars of profits by having a broad reach, attracting customers with low prices, large advertising budgets, and mild flavor.

然而两者机制不同，大树通过生长得更高阔以获取阳光，而大酒商获取几十亿美元的利润则是靠广泛的影响，用低廉的价格、温和的风味和大量的广告引诱消费者。