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What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds |  | Authors: Rex Briggs, Greg Stuart
Publisher: Kaplan Business
Category: Book
List Price: $25.00
Buy Used: $0.60
as of 9/5/2010 04:30 CDT details
You Save: $24.40 (98%)
New (32) Used (43) from $0.60
Seller: atlanta-book-company
Rating:  22 reviews
Sales Rank: 248263
Media: Hardcover
Edition: 0
Pages: 304
Number Of Items: 1
Shipping Weight (lbs): 1.2
Dimensions (in): 9.1 x 6.2 x 1.1
ISBN: 1419584332
Dewey Decimal Number: 658.84
EAN: 9781419584336
ASIN: 1419584332
Publication Date: September 1, 2006
Availability: Usually ships in 1-2 business days
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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
* 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
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| Customer Reviews:
Showing reviews 1-5 of 22
 Important but flawed April 23, 2009
marketingandmediareviews (New York, NY United States)
1 out of 1 found this review helpful
Rex Briggs and Greg Stuart performed an amazing amount of research on media mix management with Fortune 500 advertisers and over a billion in media spending.
The authors are hell-bent on convincing advertisers that advertising works and that they can improve performance with the "same budget, better results." It would have been better if they acknowledged, from the outset, that in some situations, it's better to reduce the marketing budget.
I agree that marketers need to better measure the effectiveness of their marketing. The tools are out there but it requires real commitment and investment to do it right.
This book is most relevant for those working in marketing at Fortune 500 firms or for their agencies.
 Best How-To Marketing Book in the Last 15 years June 4, 2008
Mark Pilipczuk (Centreville, VA USA)
1 out of 1 found this review helpful
I actually rolled out the COP process, with a few localized tweaks, in my last Fortune 500 role. It absolutely works. As some of the other reviewers have mentioned, you will get pushback from those who feel more comfortable marketing by feel and intuition. Applying rigorous process and discipline to marketing processes does work.
If the book seems repetitive at times (and it does) it's because of the need to give examples in different businesses to give credence the concept that process-oriented marketing works across industries and is not just a one-off that only works in a few industries.
Highly recommended and a quick read.
 Very interesting approach, but too pitchy January 7, 2008
Andres
0 out of 1 found this review helpful
The book is very good, it offers a progressive approach to advertising. Unfortunately I found it too much stress on selling Marekting Evolution, the author's company. It would have been much better book if it weren't that pitchy.
Still Worth It May 13, 2007
David P. Brown (Chico, CA)
4 out of 5 found this review helpful
Although helpful, this book broke its promise. It preached of advertising accountability and offered fancy formulas to measure failure and success. But as far as offering realistic ways to initially track such numbers, it skirted the issue almost entirely. Nevertheless, it's witty, provocative and educational. Of anyone, this book is best for readers who actively hire ad agencies.
Marketing is not just Advertising! March 16, 2007
Jay Busari (Bangkok, Thailand)
1 out of 4 found this review helpful
I bought the book after reading the foreword by Steven D. Levitt, author of Freakonomics. His remarks gave me full assurance that I would gain uncommon insights into marketing that were backed by hard data.
Levitt's remarks that convinced me were "Marketing is messy, but not impossible...It is messy because there are lots of variables such as competitive spending, unobserved fluctuations in demand, and a complex array of intersecting media...big electronics firms advertise more before Christmas. Are their sales high because they advertise more, or do they advertise more because their sales are high? It is hard to know for sure...This book is going to rile a lot of feathers. It may get messy -- just the way I like it."
After reading sections of the book, I am very fascinated at the Freakonomics analytics used to examine the mix of marketing, advertising and ROI.
Showing reviews 1-5 of 22
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