What Sticks (not advertising)

A new book has just been released that argues that 37% of most advertising budgets are wasted. By analysing campaigns from the likes of Proctor & Gamble, Unilever, Kraft Foods and McDonalds they concluded that a huge percentage of advertising budgets are wasted. The book points to the fact that $85 billion worth of advertising is wasted every year. On the plus side, the authors of What Sticks,