37% of All Advertising Is Wasted

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.


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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