Advertising Book Says 37% of Advertising Money is Wasted
Advertising Book Says 37% of Advertising Money is Wasted by Rick HendershotAccording to a new book to be released by Kaplan Publishing next month, most advertising budgets are not completely wasted -- only 37.3%. Freebies - Amazing gallery for freebies, freestuff Jewelry and Gift Show - Wholesale, Retail Jewelry and Gift Trade Show. Wholesale urban wear - Ice Canada - wholesale designer urban wear - free shipping. Toronto Wedding Photographer - International Wedding Photographer Philippine phone cards, India phone card - Save big with prepaid phone cards to call anywhere from U.S.A. The book is called "What Sticks" and is written by Rex Briggs, a founder of Marketing Evolution, and Greg Stuart, CEO of the Interactive Advertising Bureau. It tracks billion in advertising spending over 5 years by 36 of the top U.S. advertisers, and some of the claims made by the authors are very revealing. About his early years in the business, Greg Stuart says, "I spent the first decade of my career as an agency media guy. I felt like a charlatan the entire time. ... I knew in my heart of hearts that we collectively, not just Greg Stuart, did not know what we were doing in spending clients' money." Revelations by the authors include: - An outright apology to each client for misspending their money. - Two of the Big Three car makers based their annual media budgets on each other's previous year budgets. - Most media planning was based on "hunch and legend" - Most marketing departments enter into campaigns without any clear definition of success. - In spite of talk of doom and gloom, television advertising still works. - Fear of the consequences of failure (possibly being fired) makes it difficult for marketers to try new ideas or go in new directions. The authors do their best to be hopeful about the future, and recommend steps that would improve the situation, while admitting things are unlikely to change across the board, given the irrationality and paranoia surrounding most marketing schemes. Linknet Promotions - Kick Start Your Website
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