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

Briggs, Rex; Stuart, Greg

Hardcover

ISBN 10: 1419584332 ISBN 13: 9781419584336

Publisher: Kaplan Business, 2006

Synopsis

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

About this title

About the Author:

Rex Briggs is the CEO, President, and founder of Marketing Evolution, a marketing research consulting firm with offices in NY and CA, with clients in more than 20 countries worldwide.  Rex has more than 10 years experience specifically in marketing research and has won international research awards for his work in understanding website effectiveness and online advertising.  He has been called a "data god" by the Industry Standard, named one of the dozen "Best and Brightest" in Media and Technology by AdWeek, and one of the people to "watch and learn from" by BrandWeek.
 
Greg Stuart is the CEO and President of the Interactive Advertising Bureau, the leading global association for the interactive advertising and marketing industry.  Greg has more than 20 years experience in advertising, with 10 years in traditional advertising and 10 years building and launching Internet advertising businesses.  A long-standing industry leader in both the Internet and advertising industries, Greg has taught graduate studies at New York University in Internet direct marketing; he has a bachelor's degree in economics from the University of Washington, Seattle.

About this edition

• Publisher: Kaplan Business
• Publication date: 2006
• ISBN 10: 1419584332
• ISBN 13: 9781419584336
• Binding: Hardcover
• Number of pages: 304