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Book Information |
Publisher: Kaplan Business
(September 1, 2006)
Hardcover: 304 pages
Language: English
ISBN: 1419584332
$25.00
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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 $1billion worth of advertising.
Decades ago it was ok to believe, as retail magnate John
Wannamaker 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 as marketing
thought-leaders Rex Briggs and Greg Stuart estimate that
$112 billion in advertising spending in the U.S. alone
is wasted, which is cutting deeply into company profits.
Based on proprietary research against $1 billion in
advertising spending, What Sticks uncovers bold new
insights from the largest-ever global marketing research
project amongst 30 Fortune 200 companies, including:
Procter & Gamble, Johnson & Johnson, Kraft, McDonald's,
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. Written in a conversational,
easy-to-read style, you will learn:
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Why 47%
of the advertising campaigns studied didn’t work
and what you can do to guarantee yours does |
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How to
spend the same advertising budget, but get
better results – the campaigns studied on
average gained +20% (And one campaign actually
gained nearly +2000%.) |
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How to
get your CFO and CEO to eagerly increase your
marketing & advertising budget |
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What many
marketers don’t get about how marketing &
advertising REALLY works |
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Forecast
next year’s advertising budget (hint: It’s not
by using last year’s spending!) |
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How to
immediately fix your advertising by applying
these principles and real nuggets of wisdom
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With data like this, no marketer can ignore these
findings or the solutions found in What Sticks.
Advertising Age had this to say…
“The book… may well be the most important advertising
research since the "How Advertising Works" study of the
early 1990s.”
“Although its conclusions are based on number-crunching
done with such marketing titans as Procter & Gamble,
Johnson & Johnson, Unilever, Kraft Foods and McDonald's,
the book is written accessibly enough to find an
audience among all marketers and creatives.”
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