PT  - JOURNAL ARTICLE
AU  - Joseph T. Plummer
TI  - What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds
AID  - 10.2501/S0021849906000511
DP  - 2006 Dec 01
TA  - Journal of Advertising Research
PG  - 469--470
VI  - 46
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/46/4/469.short
4100  - http://www.journalofadvertisingresearch.com/content/46/4/469.full
SO  - J Advert Res2006 Dec 01; 46