%0 Journal Article %A Joseph T. Plummer %T What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds %D 2006 %R 10.2501/S0021849906000511 %J Journal of Advertising Research %P 469-470 %V 46 %N 4 %U https://www.journalofadvertisingresearch.com/content/jadvertres/46/4/469.full.pdf