- Hardcover: 304 pages
- Publisher: Kaplan Publishing; 1 edition (Sept. 1 2006)
- Language: English
- ISBN-10: 1419584332
- ISBN-13: 978-1419584336
- Product Dimensions: 15.2 x 1.6 x 22.9 cm
- Shipping Weight: 522 g
- Average Customer Review: 1 customer review
- Amazon Bestsellers Rank: #1,004,440 in Books (See Top 100 in Books)
What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds Hardcover – Sep 1 2006
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About the Author
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.
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The basic message of this book is to test - be careful about making sure you get the motivations of your target audience correct, build the right creative message and place it in the right media. All of these aspects should be tested. OK. Not much new here, and the process is given the cute acronym ("COP") and examples of how companies didn't get some aspect of their marketing communications correct are given. If you want to get a very useful sense of what works in advertising, get the book "How Advertising Works" by Tellis. Leave What Sticks on the shelf.
Most helpful customer reviews on Amazon.com
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.
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.
Persuasion: The Art of Getting What You Want &
The Power of an Hour: Business and Life Mastery in One Hour A Week
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!