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What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds
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Based on a research project, this volume details what works and what doesn't in marketing campaigns. The project covered approximately 30 marketers, their agents and media partners, including Ford, ESPN, Proctor & Gamble, Colgate, Kraft, Johnson & Johnson, and Volkswagen. Authors describe new approaches to improving marketing productivity and other ideas drawn from this research. They outline the problems facing marketing, such as culture, organizational challenges, and lack of knowledge storehouses; their solution, called the Communication Optimization Process, which aligns goals and plans; and specific actions to guarantee effective advertising, including understanding customer motivations, messages that stick, and media strategies. Briggs is affiliated with a marketing effectiveness and consulting firm, and Stuart is affiliated with a global advertising association. Annotation c2007 Book News, Inc., Portland, OR (booknews.com)
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Rex Briggs is the CEO, President, and founder of Marketing Evolution, a marketing research consulting firm with offices in NY and CA, with clients in more than 20 countries worldwide. Rex has more than 10 years experience specifically in marketing research and has won international research awards for his work in understanding website effectiveness and online advertising. He has been called a "data god" by the Industry Standard, named one of the dozen "Best and Brightest" in Media and Technology by AdWeek, and one of the people to "watch and learn from" by BrandWeek.
Greg Stuart is the CEO and President of the Interactive Advertising Bureau, the leading global association for the interactive advertising and marketing industry. Greg has more than 20 years experience in advertising, with 10 years in traditional advertising and 10 years building and launching Internet advertising businesses. A long-standing industry leader in both the Internet and advertising industries, Greg has taught graduate studies at New York University in Internet direct marketing; he has a bachelor's degree in economics from the University of Washington, Seattle.
Greg Stuart is the CEO and President of the Interactive Advertising Bureau, the leading global association for the interactive advertising and marketing industry. Greg has more than 20 years experience in advertising, with 10 years in traditional advertising and 10 years building and launching Internet advertising businesses. A long-standing industry leader in both the Internet and advertising industries, Greg has taught graduate studies at New York University in Internet direct marketing; he has a bachelor's degree in economics from the University of Washington, Seattle.
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