What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds
Language: English
Published by Kaplan Publishing, 2006
- Hardcover
- Used
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Very Good condition. Very Good dust jacket. A copy that may have a few cosmetic defects. May also contain light spine creasing or a few markings such as an owner's name, short gifter's inscription or light stamp.
Seller Inventory # H06B-01460
- Title
- What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds
- Author
- Briggs, Rex, Stuart, Greg
- Publisher
- Kaplan Publishing
- Publication year
- 2006
- Condition
- Very Good
- Dust jacket
- Dust Jacket Included
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 1419584332
- ISBN 13
- 9781419584336
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
"Synopsis" may belong to another edition of this title.
About the Author
Greg Stuart is the CEO and President of the Interactive Advertising Bureau, the leading global advertising association representing Google, MSN, NYTimes.com, Yahoo!, and over 300 other companies. He has led the U.S. Internet Advertising industry from $6 billion to $16 billion in the past four years. A 20-year veteran of the advertising industry, Stuart has worked with leading marketers, advertising agencies, and new media businesses around the world.
"About the title" may belong to another edition of this title.
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