It’s not half

Just the other day, I was ranting about the tired old ad cliche “I know half my advertising is wasted, but I don’t know which half.”

A new book coming out next month actually says it’s 37% instead of 50%.

What Sticks looks to be a great book that will shake some long standing ad traditions in corporations. Authors Rex Briggs and Greg Stuart spent five years researching ad campaigns from 36 of the nation’s top advertisers.