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What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds
by
Rex Briggs
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 a
...moreHardcover, 304 pages
Published
September 1st 2006
by Kaplan Business
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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 aga...more
"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 aga...more
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?
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?
Was supposed to be a ground-breaking industry insight, but didn't live up to the hype for me.
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!
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