What Sticks
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Editorial Reviews
Review
"A rarity among advertising and marketing books."
—from the Foreword by Steven D. Levitt, author of Freakonomics
"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
"If there is one book you want to have read about advertising, it’s What Sticks. It is the most comprehensive review of how to succeed at developing Advertising campaigns that I’ve 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 GE’s 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
Product 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, 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
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
Revitalize your advertising and join the new marketing revolution at www.whatsticks.NET
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More About the Author
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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touchpoint integration, psychologics principle, flatbread sandwich, knowledge storehouses, marketing accountability, media optimization, media mechanics, imagery transfer, advertising measurement, marketing productivity, marketing return, top marketers, media mix, messaging works, consumer motivations, best marketers, most marketers, purchase intent, marketing landscape, online ads, split tests, many marketers, distorted lens, scenario planning, marketing culture Key Phrases - Capitalized Phrases (CAPs): (learn more)
Dove Nutrium, Analysis Date, United States, Colgate Gum Protection, Direct Your Marketing Campaign, Making It Stick, True Competitive Weapon, Advertising Research Foundation, Colgate Oxygen, Keanu Reeves, Media Psychologies, Three Simple Steps, Aqua Net, Colgate Total, Las Vegas, Marketing Culture That Resists Change, Messaging Across Consumer Touchpoints, Number of Advertising Exposures, Super Bowl, United Kingdom, Can the Marriage, Foster's Group, Kleenex Soft Pack, New York, Overcoming Lack of Knowledge Storehouses New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
touchpoint integration, psychologics principle, flatbread sandwich, knowledge storehouses, marketing accountability, media optimization, media mechanics, imagery transfer, advertising measurement, marketing productivity, marketing return, top marketers, media mix, messaging works, consumer motivations, best marketers, most marketers, purchase intent, marketing landscape, online ads, split tests, many marketers, distorted lens, scenario planning, marketing culture Key Phrases - Capitalized Phrases (CAPs): (learn more)
Dove Nutrium, Analysis Date, United States, Colgate Gum Protection, Direct Your Marketing Campaign, Making It Stick, True Competitive Weapon, Advertising Research Foundation, Colgate Oxygen, Keanu Reeves, Media Psychologies, Three Simple Steps, Aqua Net, Colgate Total, Las Vegas, Marketing Culture That Resists Change, Messaging Across Consumer Touchpoints, Number of Advertising Exposures, Super Bowl, United Kingdom, Can the Marriage, Foster's Group, Kleenex Soft Pack, New York, Overcoming Lack of Knowledge Storehouses New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
This book cites 8
books:
See all 8 books this book cites
- The Hidden Power of Advertising (Admap Monographs) by Robert Heath in Back Matter, and Index
- The One to One Future by Don Peppers in Back Matter
- Advertising Research (Century of Marketing) by Percival White in Front Matter
- The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications by Professor John Philip Jones in Back Matter
- Scientific Advertising by Claude Hopkins in Index
See all 8 books this book cites
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87% buy the item featured on this page: What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds $18.25 |
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