What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds

What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds

by Rex Briggs, Greg Stuart
     
 

View All Available Formats & Editions

ISBN-10: 1419584332

ISBN-13: 9781419584336

Pub. Date: 09/01/2006

Publisher: Kaplan Publishing

What Sticks is the one book that explains exactly how marketing and advertising works today! Based on new insights from analysis of over $1 billion worth of advertising.

Decades ago it was okay to believe, as retail magnate John Wanamaker did, that “Half the money I spend on advertising is wasted; the trouble is, I don’t know

Overview

What Sticks is the one book that explains exactly how marketing and advertising works today! Based on new insights from analysis of over $1 billion worth of advertising.

Decades ago it was okay to believe, as retail magnate John Wanamaker did, that “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” However, today the stakes are much higher. Marketing thought leaders Rex Briggs and Greg Stuart estimate that $112 billion in advertising spending in the U.S. alone is wasted, cutting deeply into company profits.

What Sticks uncovers bold new insights from the largest-ever global marketing research project among 30 Fortune 200 companies, including: Procter & Gamble, Johnson & Johnson, Kraft, McDonalds, Unilever, Ford and others. This is a comprehensive and solutions-oriented book that outlines how any marketer, at any level, can guarantee their advertising succeeds.

Marketers cannot ignore the findings or the solutions revealed in What Sticks, such as:

* Why 47% of the advertising campaigns studied didn’t work and what you can do to guarantee yours does

* How to spend the same advertising budget, but get better results

* How to get your CFO and CEO to eagerly increase your marketing & advertising budget

* How to forecast next year’s advertising budget (Hint: It’s not by using last year’s spending!)

* How to immediately fix your advertising by applying these principles and real nuggets of wisdom

Revitalize your advertising and join the new marketing revolution at www.whatsticks.NET

Product Details

ISBN-13:
9781419584336
Publisher:
Kaplan Publishing
Publication date:
09/01/2006
Edition description:
New Edition
Pages:
304
Product dimensions:
6.00(w) x 9.00(h) x 1.00(d)

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >