num_pages: 304
description: 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, Procter &amp; Gamble, Johnson &amp; 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 * 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 &amp; advertising budget * How to forecast next year's advertising budget ( 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
language: English
title: What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds
titlecomplete: What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds
genres: Business
ratings_count: 86
publisher: Kaplan Publishing