What sticks : Why most advertising fails and how to guarantee yours succeeds / Rex Briggs and Greg Stuart.

By:

Briggs, Rex, 1971- [author.]

Contributor(s):

Stuart, Greg, 1959- [author.]

Material type: Text

text

Media type:

unmediated

Carrier type:

volume

ISBN:

1419584332
9781419584336

Subject(s):

DDC classification:

658.84 22

LOC classification:

HF5415 .B666 2006

Online resources:

Summary: "The magnitude of waste in advertising is staggering: $85 billion each year. This book will demonstrate how to spend advertising dollars effectively, offering practical, hands-on solutions based on the authors' $4 million dollars' worth of recent landmark research-extensive, proprietary research-to measure the effectiveness of advertising and to help optimize ad spending. Authors Rick Briggs and Greg Stuart have worked with 20 of the bluest, blue-chip advertisers (from small-ticket products from Procter & Gamble to big-ticket vehicles from Ford), using a four-step continuous improvement process-COP (Communications Optimization Process)-created by the authors. This book and their research puts more science into marketing, making success more predictable, more certain, giving greater results for often less money than companies were previously spending on marketing and advertising."--Publisher description.

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	City Campus City Campus Main Collection	658.84 BRI (Browse shelf(Opens below))	1	Available		A401432B

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Previous	658.84 ALO Global marketing : contemporary theory, practice, and cases /	658.84 BAA International marketing /	658.84 BEY Beyond Hofstede : culture frameworks for global marketing and management /	658.84 BRI What sticks : Why most advertising fails and how to guarantee yours succeeds /	658.84 CZI International marketing /	658.84 DOO Internet strategies for established retailers : five case studies from New Zealand /	658.84 DOO International marketing strategy : analysis, development and implementation.	Next

Includes bibliographical references (pages 259-265) and index.

"The magnitude of waste in advertising is staggering: $85 billion each year. This book will demonstrate how to spend advertising dollars effectively, offering practical, hands-on solutions based on the authors' $4 million dollars' worth of recent landmark research-extensive, proprietary research-to measure the effectiveness of advertising and to help optimize ad spending. Authors Rick Briggs and Greg Stuart have worked with 20 of the bluest, blue-chip advertisers (from small-ticket products from Procter & Gamble to big-ticket vehicles from Ford), using a four-step continuous improvement process-COP (Communications Optimization Process)-created by the authors. This book and their research puts more science into marketing, making success more predictable, more certain, giving greater results for often less money than companies were previously spending on marketing and advertising."--Publisher description.

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