Decades ago it was ok to believe, as retail magnate John Wannamaker 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 as marketing thought-leaders Rex Briggs and Greg Stuart estimate that $112 billion in advertising spending in the U.S. alone is wasted, which is cutting deeply into company profits.
Based on proprietary research against $1 billion in advertising spending, What Sticks uncovers bold new insights from the largest-ever global marketing research project amongst 30 Fortune 200 companies, including: Procter & Gamble, Johnson & Johnson, Kraft, McDonald's, 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. Written in a conversational, easy-to-read style, you will learn:
- 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 – the campaigns studied on average gained +20% (And one campaign actually gained nearly +2000%.)
- How to get your CFO and CEO to eagerly increase your marketing & advertising budget
- What many marketers don’t get about how marketing & advertising REALLY works
- 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
Advertising Age had this to say…
“The book… may well be the most important advertising research since the "How Advertising Works" study of the early 1990s.”
“Although its conclusions are based on number-crunching done with such marketing titans as Procter & Gamble, Johnson & Johnson, Unilever, Kraft Foods and McDonald's, the book is written accessibly enough to find an audience among all marketers and creatives.”
All factions of the Marketing industry will gain value from the insights of What Sticks.
Marketers will gain new insights about all facets of their marketing, advertising and communications efforts. This is one book that covers it all and provides new deep insights that you will not have seen anywhere before. Based on the most extensive research ever, What Sticks uncovers new insights based on the market today and a way of managing that chaotic future still to come. Marketers will learn, as many of the brands here have that advertising can be the ultimate competitive weapon.
What Sticks Insights for Marketers
- Currently, $112 billion of the $295 Billion in U.S. advertising is wasted
- The average gain by marketers in applying the principles of What Sticks was to increase Advertising impact by 20% (and the highest was nearly 2,000%)
What Sticks Insights for Brand Manager
- Every marketer studied was able to improve their advertising or sales impact between +7% to more than double at the same budget level.
What Sticks Insights for Account Executives
- 47% of advertising campaigns studied didn’t work (i.e., created little or no change in consumers attitudes or sales)
What Sticks Insights for Creatives
- 31% of our marketers did not get their Messaging right and wasted $36 billion
- Ford developed a radical new online approach that was 10x more cost effective than TV
What Sticks Insights for Strategic Planners
- 36% of the marketers studied did not get Motivations right, either missing the Motivation, the Positioning or Segmentation and wasted $53 billion
- 83% of marketers spent money in Advertising media that was seriously suboptimal
- McDonald’s found that they could increase advertising effectiveness by 50% just by changing the time of day
What Sticks Insights for Researchers
- What Sticks identifies a new area of advertising study called Psychologics, which is the field of study examining consumer psychology of meaning created by each medium
What Sticks Insights for CEO’s & CFO’s
- The 30 Marketers studied included AstraZeneca, Colgate, Ford F-150, ING Financial Services ,Johnson & Johnson (Neutrogena), Kimberly Clark Corp., Kraft (Jell-O), McDonald’s, Phillips (Norelco), Nestlé's (Coffee-mate), P&G (Olay), Unilever (Dove), Universal Studios Home Video, Verisign, Volkswagen (Jetta), among others.