What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds

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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

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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.