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More copies of this ISBNWhat Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeedsby Rex Briggs
Synopses & ReviewsPublisher Comments: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 dont 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 didnt 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 years advertising budget (Hint: Its not by using last years 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 Book News Annotation:Based on a research project, this volume details what works and what
doesn't in marketing campaigns. The project covered approximately 30
marketers, their agents and media partners, including Ford, ESPN,
Proctor & Gamble, Colgate, Kraft, Johnson & Johnson, and Volkswagen.
Authors describe new approaches to improving marketing productivity
and other ideas drawn from this research. They outline the problems
facing marketing, such as culture, organizational challenges, and
lack of knowledge storehouses; their solution, called the
Communication Optimization Process, which aligns goals and plans; and
specific actions to guarantee effective advertising, including
understanding customer motivations, messages that stick, and media
strategies. Briggs is affiliated with a marketing effectiveness and
consulting firm, and Stuart is affiliated with a global advertising
association.
Annotation ©2007 Book News, Inc., Portland, OR (booknews.com) Synopsis:The magnitude of waste in advertising is staggering: $85 billion each year. This book will demonstrate how to spend advertising dollars effectively, offering practical, hands-on solutions based on the authors' $4 million dollars' worth of recent landmark research--extensive, "proprietary" research--to measure the effectiveness of advertising and to help optimize ad spending. Authors Rick Briggs and Greg Stuart have worked with 20 of the bluest, blue-chip advertisers (from small-ticket products from Procter & Gamble to big-ticket vehicles from Ford), using a four-step continuous improvement process--COP (Communications Optimization Process)--created by the authors. This book and their research puts more science into marketing, making success more predictable, more certain, giving greater results for often less money than companies were previously spending on marketing and advertising. About the AuthorRex 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. What Our Readers Are SayingBe the first to add a comment for a chance to win!Product Details
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