What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds

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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, ...

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