What Sticks
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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
Specificaties
- Aantal pagina's
- 275
- Auteur
- Rex Briggs, Greg Stuart
- Druk
- illustrated edition
- Gewicht (g)
- 522
- NUR-code
- 780
- Ondertitel
- Why Most Advertising Fails and How to Guarantee Yours Succeeds
- Taal
- en
- Uitgever
- Kaplan Aec Education
- Uitvoering
- Hardcover
- Verschijningsjaar
- 2006-09-01
- ISBN
- 9781419584336
Artikelnummer: 9781419584336