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Why Advertising Fails And How To Make Yours Succeed

Author : Dan Kennedy

Publisher :

Page : 224 pages

File Size : 29,15 MB

Release : 2021-11-16

Category :

ISBN : 9781642253467

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Book Description

How often have you spent your money on an ad only for it to fall at, bringing only a fraction of the results that you dreamed? Unfortunately, this happens far too often. But what's to blame-company leadership, the format for the ad, the product itself? With Why Advertising Fails, renowned marketer Dan Kennedy answers these questions and more, so you can understand why your advertising dollars are being thrown into a bottomless pit-and what to do to x it. e key is properly purposed advertising that follows a consistent, measurable plan. And here's the kicker: there's no need to reinvent the wheel. By deploying evergreen content, you can obtain consistent results without wasting energy on brand-new campaigns. Featuring guest chapters from some of the world's leading marketers, you'll learn what you're getting wrong with your copywriting and messaging, why your campaigns need a Big Idea, and how to build a list of raving fans to systematize your advertising. It's not too late to turn your advertising around and start generating revenue-your business depends on it!



What Sticks

Author : Rex Briggs

Publisher : Kaplan Publishing

Page : 304 pages

File Size : 38,17 MB

Release : 2006-09-01

Category : Business & Economics

ISBN : 9781419584336

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Book Description

What Sticks is the one book that explains exactly how marketing and advertising works today! Based on new insights from analysis of over $1 billion worth of advertising. Decades ago it was okay to believe, as retail magnate John Wanamaker did, that “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” However, today the stakes are much higher. Marketing thought leaders Rex Briggs and Greg Stuart estimate that $112 billion in advertising spending in the U.S. alone is wasted, cutting deeply into company profits. What Sticks uncovers bold new insights from the largest-ever global marketing research project among 30 Fortune 200 companies, including: Procter & Gamble, Johnson & Johnson, Kraft, McDonalds, Unilever, Ford and others. This is a comprehensive and solutions-oriented book that outlines how any marketer, at any level, can guarantee their advertising succeeds. Marketers cannot ignore the findings or the solutions revealed in What Sticks, such as: * Why 47% of the advertising campaigns studied didn’t work and what you can do to guarantee yours does * How to spend the same advertising budget, but get better results * How to get your CFO and CEO to eagerly increase your marketing & advertising budget * How to forecast next year’s advertising budget (Hint: It’s not by using last year’s spending!) * How to immediately fix your advertising by applying these principles and real nuggets of wisdom Revitalize your advertising and join the new marketing revolution at www.whatsticks.NET



How to Fail at Almost Everything and Still Win Big

Author : Scott Adams

Publisher : Scott Adams, Inc.

Page : 224 pages

File Size : 32,15 MB

Release : 2023-08-17

Category : Self-Help

ISBN :

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Book Description

The World’s Most Influential Book on Personal Success The bestselling classic that made Systems Over Goals, Talent Stacking, and Passion Is Overrated universal success advice has been reborn. Once in a generation, a book revolutionizes its category and becomes the preeminent reference that all subsequent books on the topic must pay homage to, in name or in spirit. How to Fail at Almost Everything and Still Win Big by Scott Adams, creator of Dilbert, is such a book for the field of personal success. A contrarian pundit and persuasion expert in a class of his own, Adams has reached hundreds of millions directly and indirectly through the 2013 first edition’s straightforward yet counterintuitive advice—to invite failure in, embrace it, then pick its pocket. The second edition of How to Fail is a tighter, updated version, by popular demand. Yet new and returning readers alike will find the same candor, humor, and timeless wisdom on productivity, career growth, health and fitness, and entrepreneurial success as the original classic. How to Fail at Almost Everything and Still Win Big, Second Edition is the essential read (or re-read) for anyone who wants to find a unique path to personal victory—and make luck find you in whatever you do.



Why Startups Fail

Author : Tom Eisenmann

Publisher : Currency

Page : 368 pages

File Size : 34,5 MB

Release : 2021-03-30

Category : Business & Economics

ISBN : 0593137035

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Book Description

If you want your startup to succeed, you need to understand why startups fail. “Whether you’re a first-time founder or looking to bring innovation into a corporate environment, Why Startups Fail is essential reading.”—Eric Ries, founder and CEO, LTSE, and New York Times bestselling author of The Lean Startup and The Startup Way Why do startups fail? That question caught Harvard Business School professor Tom Eisenmann by surprise when he realized he couldn’t answer it. So he launched a multiyear research project to find out. In Why Startups Fail, Eisenmann reveals his findings: six distinct patterns that account for the vast majority of startup failures. • Bad Bedfellows. Startup success is thought to rest largely on the founder’s talents and instincts. But the wrong team, investors, or partners can sink a venture just as quickly. • False Starts. In following the oft-cited advice to “fail fast” and to “launch before you’re ready,” founders risk wasting time and capital on the wrong solutions. • False Promises. Success with early adopters can be misleading and give founders unwarranted confidence to expand. • Speed Traps. Despite the pressure to “get big fast,” hypergrowth can spell disaster for even the most promising ventures. • Help Wanted. Rapidly scaling startups need lots of capital and talent, but they can make mistakes that leave them suddenly in short supply of both. • Cascading Miracles. Silicon Valley exhorts entrepreneurs to dream big. But the bigger the vision, the more things that can go wrong. Drawing on fascinating stories of ventures that failed to fulfill their early promise—from a home-furnishings retailer to a concierge dog-walking service, from a dating app to the inventor of a sophisticated social robot, from a fashion brand to a startup deploying a vast network of charging stations for electric vehicles—Eisenmann offers frameworks for detecting when a venture is vulnerable to these patterns, along with a wealth of strategies and tactics for avoiding them. A must-read for founders at any stage of their entrepreneurial journey, Why Startups Fail is not merely a guide to preventing failure but also a roadmap charting the path to startup success.



About Face

Author : Dan Hill

Publisher : Kogan Page Publishers

Page : 208 pages

File Size : 11,36 MB

Release : 2010-09-03

Category : Business & Economics

ISBN : 0749459239

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Book Description

Once advertising was all about being 'on-message' and getting talking points right. But breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision-makers. From podcasting, blogs and forums to interactive ads in stations, the heart of the matter is now the consumer's experience as opposed to the company's marketing message. About Face shows how 21st century advertising can realize success by being 'on-emotion' first and foremost. Using data from eye tracking and facial coding to analyse consumer responses, About Face demonstrates exactly which advertising strategies are successful and why. Moving beyond the old Ps of product, price, place and promotion, Dan Hill outlines ten rules for emotionally effective advertising including simplicity, familiarity, relevancy and believability. Emotions rule decision making. About Face shows you that by focussing on the three new Ps of passion, purpose and personality, your campaigns can become more effective and emotionally engaging, taking you closer to the consumer.





Why Startups Fail

Author : David Feinleib

Publisher : Apress

Page : 185 pages

File Size : 25,33 MB

Release : 2012-03-28

Category : Business & Economics

ISBN : 1430241411

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Book Description

For the want-to-be entrepreneur thinking about taking the leap, the boot-strapped entrepreneur trying to energize a business three or four years in, and the venture-backed entrepreneur trying to scale, Why Startups Fail shows you the key mistakes new ventures make—and how to avoid them. Nearly everyone has an idea for a product they could build or a company they could start. But eight out of 10 new businesses fail within the first three years. Even only one in ten venture-backed startups succeeds, and venture capitalists turn down some 99% of the business plans they see. The odds appear to be stacked against you! But entrepreneurs often make the same avoidable mistakes over and over. Why Startups Fail can help you beat the odds and avoid the pitfalls and traps that lead to early startup death. It’s easy to point to successes like Apple, Google, and Facebook. But the biggest lessons can come from failure. What decisions were made, and why? What would the founders have done differently? How did one company become a billion-dollar success while another—with a better product and in the same market—fail? Drawing on personal experience as well as the wisdom of the Silicon Valley startup community, serial entrepreneur, venture capitalist, and blogger Dave Feinleib analyzes companies that have come and gone. In short, powerful chapters, he reveals the keys to successful entrepreneurship: Excellent product/market fit, passion, superb execution, the ability to pivot, stellar team, good funding, and wise spending. In Why Startups Fail, you’ll learn from the mistakes Feinleib has seen made over and over and find out how to position your startup for success. Why Startups Fail: Shows venture-backed startups and boot-strappers alike how to succeed where others fail. Is equally valuable for companies still on the drawing board as well as young firms taking their first steps. Takes you through the key decisions and pitfalls that caused startups to fail and what you can learn from their failures. Covers the critical elements of entrepreneurial success.



How to Fail: Everything I've Ever Learned from Things Going Wrong

Author : Elizabeth Day

Publisher : Fourth Estate

Page : 352 pages

File Size : 36,64 MB

Release : 2020-07-17

Category :

ISBN : 9780008434595

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Book Description

Inspired by her hugely popular podcast, How To Fail is Elizabeth Day's brilliantly funny, painfully honest and insightful celebration of things going wrong. This is a book for anyone who has ever failed. Which means it's a book for everyone. If I have learned one thing from this shockingly beautiful venture called life, it is this: failure has taught me lessons I would never otherwise have understood. I have evolved more as a result of things going wrong than when everything seemed to be going right. Out of crisis has come clarity, and sometimes even catharsis. Part memoir, part manifesto, and including chapters on dating, work, sport, babies, families, anger and friendship, it is based on the simple premise that understanding why we fail ultimately makes us stronger. It's a book about learning from our mistakes and about not being afraid. Uplifting, inspiring and rich in stories from Elizabeth's own life, How to Fail reveals that failure is not what defines us; rather it is how we respond to it that shapes us as individuals. Because learning how to fail is actually learning how to succeed better. And everyone needs a bit of that.



Building Customer-brand Relationships

Author : Don E. Schultz

Publisher : Routledge

Page : 368 pages

File Size : 39,10 MB

Release : 2015-01-28

Category : Business & Economics

ISBN : 1317475615

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Book Description

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. "Building Customer-Brand Relationships" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or 'pull' media of Internet, mobile communications, social networks, and more. Its 'customer-centric' media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.



Why Companies Fail

Author : Mark Ingebretsen

Publisher : Crown

Page : 328 pages

File Size : 23,46 MB

Release : 2003

Category : Business & Economics

ISBN :

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Book Description

At the height of the global bull market a few years ago, business giant Kmart stumbled, going from one of the most admired companies to one of the largest bankruptcies in history. The same fate befell several seemingly impenetrable corporation, such as Enron, WorldCom, Polaroid, and others. Were these fantastic failures caused by a fickle stock market and a turbulent economy? Did they fall victim to the dot-com bubble of the late 1990s? Not according to business journalist Mark Ingebretsen in Why Companies Fail. As you'll discover in this groundbreaking book, all of these companies exhibited one or more of the ten characteristics of a doomed company--characteristics that have been shared by failed companies for decades. Kmart, Enron, WorldCom, and other corporations might have been saved if their executives had recognized sooner that their companies were exhibiting one or more of these characteristics. Ingebretsen, with the help of some of the world's most noted business management experts from the Turnaround Management Association, describes in startling detail each of the ten big reasons companies fail, including: - Letting stock price dictate strategy - Ignoring customers - Fighting wars of attrition - Innovating too much or too little - And more Inside these pages, you'll discover practical methods for identifying these fatal characteristics in your own organization and preventing them from leading to failure. No matter what the size of your company, the lessons in Why Companies Fail could be the difference between long-lasting success and sudden flameout. And before any company can go from good to great, it's got to be on the right track in the first place.This valuable guide will show you how.