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 and Gamble, Johnson and 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 and 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

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)

""A rarity among advertising and marketing books.""

from the Foreword by Steven D. Levitt, author of Freakonomics

""If there is one book you want to have read about advertising, its What Sticks. It is the most comprehensive review of how to succeed at developing Advertising campaigns that Ive ever seen.""

Bob Liodice, President and Chief Executive Officer, Association of National Advertisers, Inc.

 

""This book will be to marketers what Six Sigma was to GEs Jack Welch. Everyone knows that marketing is broken. Briggs and Stuart have the data-proven fix. A must read.""

Michelle Conlin, Associate Editor, BusinessWeek

 

“The book… may well be the most important advertising research since the ""How Advertising Works"" study of the early 1990s.”

Advertising Age

""Nothing gets the attention of our CMO clients today like the issue of marketing accountability.  What Sticks has a clear and innovative solution for marketers of all levels and budgets to get more Bang! for the buck.""

Linda Kaplan Thaler, CEO and Chief Creative Officer, The Kaplan Thaler Group, author of Bang! Getting Your Message Heard in a Noisy World

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.

Rex Briggs is the founder of Marketing Evolution, the leading marketing effectiveness research and consulting firm with clients in more than 20 countries.  Briggs began his career at the market research firm Yankelovich Partners, and also served in senior positions at some of the nation's top-flight organizations, including the WPP Group.  He has been named as one of the ""Best and Brightest"" in media and technology by AdWeek, and has won a range of awards in CRM, Branding, Direct Marketing, Internet Marketing, and advertising measurement research.

 

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.