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

by Rex Briggs, Greg Stuart

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 & 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 * 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 ( 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

Genres: Business

304 pages, Hardcover

First published September 1, 2006

Reviews

[FiveBooks · Rating 5 out of 5]

Author Steve Lance has chosen to discuss Rex Briggs and Gregg Stuart's What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds , on FiveBooks (http://five-books.com) on his list of five books that explain the future of Advertising, saying that:

"The authors Rex Briggs and Gregg Stuart believe very strongly that in order to make any advertising campaign sticky and produce any kind of results, everyone involved must agree on the measurement of success. Time and again advertisers start to do ad campaigns without clear agreement on how to measure how the campaign is working."

The full interview is available here: http://thebrowser.com/books/interviews/steve-lance

[Deborah Katz · Rating 4 out of 5]

This book made me more excited about my job.

Even though it espoused necessary attitudes it didn't really have enough support as to HOW to gather better metrics.

"Your focus group is bad! Here's why! My focus group was better!"

And? How? Why? What did you do differently?

[Kevin Doohan · Rating 4 out of 5]

Loved this when I read it. Includes many proven best practices but more than anything, focuses on how to design campaigns to generate real returns from marketing. Rex is a super-smart guy and has dedicated his career to making marketing work!

[Chris Elkjar · Rating 3 out of 5]

Pretty no-nonsense book covering how marketing campaigns need to be based on actual numbers rather than "faith" or "gut feelings" about what will and will not work. Lots of great information for anyone in the industry.

[Meg · Rating 4 out of 5]

Was supposed to be a ground-breaking industry insight, but didn't live up to the hype for me.

[Sabareesh Sundaravel · Rating 4 out of 5]

In one word - Genius