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Rex Briggs

Greg Stuart

What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds (英語) ハードカバー – 2006/9/1

Rex Briggs (著), Greg Stuart (著)

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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

* 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

本の長さ

304ページ
言語:

英語
出版社

Kaplan Publishing
発売日

2006/9/1
寸法

15.24 x 1.63 x 22.86 cm
ISBN-10

1419584332
ISBN-13

978-1419584336
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商品の説明

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""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

著者について

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.

登録情報

出版社 : Kaplan Publishing (2006/9/1)
発売日 : 2006/9/1
言語: : 英語
ハードカバー : 304ページ
ISBN-10 : 1419584332
ISBN-13 : 978-1419584336
寸法 : 15.24 x 1.63 x 22.86 cm

Amazon 売れ筋ランキング: - 750,534位洋書 (の売れ筋ランキングを見る洋書)
- - 166位Multilevel Marketing
- - 713位Professional & Technical Industries & Professions
- - 969位Advertising

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Mark Pilipczuk

Best How-To Marketing Book in the Last 15 years

2008年6月5日にアメリカ合衆国でレビュー済み

Amazonで購入

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.

3人のお客様がこれが役に立ったと考えています

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Dave Lakhani

Not the information big agencies want to hear but exactly the information that will transform your marketing and advertising

2006年9月7日にアメリカ合衆国でレビュー済み

Amazonで購入

Many people who read this book will hate it . . . because it will challenge everything that they believe to be true and yet, once they get past the fear it will be their roadmap for the rest of their career or business.

This book is a powerful look at what truly works in consumer influence today. If you want to know what to do to get profitable results from your advertising efforts read this book. And, it doesn't matter if you advertise online or offline or what kind of business that you have.

Too many treat advertising as a necessary evil, something that is non-quantifiable and questionable in impact. What Sticks will help you turn your advertising from necessary evil to one of the most important business functions.

Get this book and profit.

Dave Lakhani

Author

Persuasion: The Art of Getting What You Want &

The Power of an Hour: Business and Life Mastery in One Hour A Week

8人のお客様がこれが役に立ったと考えています

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M. Phelps

Eye Opener

2006年11月12日にアメリカ合衆国でレビュー済み

Amazonで購入

If you are in the advertising business, then you should read this book. Although it focuses on large corporations and their advertising strategy, the lessons learned can be applied to even the smallest business. Make no mistake; the subject matter is about media/marketing research and how it can make advertising more effective.

4人のお客様がこれが役に立ったと考えています

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Marcelo Salup

Most disappointing marketing book in quite some time

2006年11月11日にアメリカ合衆国でレビュー済み

Amazonで購入

Must have been all the hoopla or maybe I thought it would be comparable to the groundbreaking "When Ads Work", but this book is basically a 20-page pamphlet masquerading as a book. It keeps repeating a few truism and cliches over and over and over... and did I say over?

In contrast to "When Ads Work" which shared the results of the research, this book gives very few useful pointers and shares almost none of the research.

In contrast to "The Marketing Revolution", it also doesn't offer any groundbreaking methodologies.

I was glad it was not the only book I took on my flight from Miami to Los Angeles, it really wasn't meaty enough to fill even half the flight.

Rex Briggs ought to have offered a money-back warranty. I would certainly take it!

Marcelo Salup

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Thomas Payne

Save Your Money

2007年2月9日にアメリカ合衆国でレビュー済み

Amazonで購入

Great title. Great cover design. Anaemic content.

"What Sticks" falls short by not providing detailed examples of how the algorithm for determining success actually works. Namedropping is brought to a new level as "Fortune 500" company names fall from the sky.

Dig out your umbrella and a shovel because that is what you will need to read this book.

Send your money to the Red Cross or some other worthy cause, but do not waste it on this paltry book.

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What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds (英語) ハードカバー – 2006/9/1

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