37% of All Advertising Is Wasted
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The authors of a new book, 'What
Sticks,' tracked campaigns from 36 top advertisers like Procter &
Gamble, Johnson & Johnson, Unilever, Kraft Foods and McDonald's, over
five years and concluded that 37% of advertising is wasted, MBP
reports. The book was written by Rex Briggs, a market researcher and
founder of Marketing Evolution, and Greg Stuart, CEO of the Interactive
Advertising Bureau.
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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, cutting deeply into
company profits.
What Sticks uncovers bold new insights from the largest-ever global marketing research project among 30 Fortune 200 companies, including: Procter & Gamble, Johnson & Johnson, Kraft, McDonalds, 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. |
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