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Why Most Advertising Fails and How to Guarantee Yours Succeeds
Kaplan Education
September 2006
On Sale: September 1, 2006
304 pages
ISBN: 1419584332
EAN: 9781419584336
Hardcover
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Non-Fiction
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
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