“WHAT STICKS”: 37% OF ADVERTISING IS WASTED

Roughly 37% of marketing spend is wasted according to the new book, “What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds,” set to release next month. Written by Rex Briggs, a veteran market researcher and founder of the firm Marketing Evolution, and Greg Stuart, CEO of the Interactive Advertising Bureau – Advertising Age is calling it one of the most import advertising researches done in the past ten years.