| Summary: | The magnitude of waste in advertising is staggering: $85 billion each year. This book will demonstrate how to spend advertising dollars effectively, offering practical, hands-on solutions based on the authors’ $4 million dollars’ worth of recent landmark research—extensive, proprietary research—to measure the effectiveness of advertising and to help optimize ad spending. Authors Rick Briggs and Greg Stuart have worked with 20 of the bluest, blue-chip advertisers (from small-ticket products from Procter & Gamble to big-ticket vehicles from Ford), using a four-step continuous improvement process—COP (Communications Optimization Process)—created by the authors. This book and their research puts more science into marketing, making success more predictable, more certain, giving greater results for often less money than companies were previously spending on marketing and advertising.
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