《What Sticks》是一本明白解釋：當今的行銷和廣告是如何運作？作者洞悉廣告超過一億美元價值的分析，得到新的理解和見解。

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.

Marketers cannot ignore the findings or the solutions revealed in What Sticks, such as:

● 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

● How to get your CFO and CEO to eagerly increase your marketing & advertising budget

● How to 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

Rex Briggs is the founder of Marketing Evolution, the leading marketing effectiveness research and consulting firm with clients in more than 20 countries. Briggs began his career at the market research firm Yankelovich Partners, and also served in senior positions at some of the nation's top-flight organizations, including the WPP Group. He has been named as one of the "Best and Brightest" in media and technology by AdWeek, and has won a range of awards in CRM, Branding, Direct Marketing, Internet Marketing, and advertising measurement research.

Greg Stuart is the CEO and President of the Interactive Advertising Bureau, the leading global advertising association representing Google, MSN, NYTimes.com, Yahoo!, and over 300 other companies. He has led the U.S. Internet Advertising industry from $6 billion to $16 billion in the past four years. A 20-year veteran of the advertising industry, Stuart has worked with leading marketers, advertising agencies, and new media businesses around the world.