TY  - BOOK
AU  - Briggs,Rex
AU  - Stuart,Greg
TI  - What sticks: Why most advertising fails and how to guarantee yours succeeds 
SN  - 1419584332
AV  - HF5415 .B666 2006
U1  - 658.84 22
PY  - 2006///]
CY  - Chicago
PB  - Kaplan Pub
KW  - Marketing
KW  - Advertising
N1  - Includes bibliographical references (pages 259-265) and index
N2  - "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
UR  - http://catdir.loc.gov/catdir/toc/fy0712/2006015680.html
UR  - http://catdir.loc.gov/catdir/enhancements/fy0659/2006015680-b.html
ER  -