"American advertisers rely on 'essentially illogical' approaches to determine their advertising budgets"

This quote by Michael Schudson suggests that American advertisers typically utilize techniques to identify their marketing budgets that are not based upon rational reasoning. This could imply that they are utilizing techniques that are not backed up by evidence or research, or that they are making choices without considering the potential repercussions. It could likewise imply that they are relying on instinct or gut feeling rather than facts and figures. This might be a dangerous technique, as it could cause decisions that are not in the very best interests of the business or its consumers. It is necessary for marketers to think about the potential dangers and rewards of their choices prior to committing to a spending plan.