'Marketing effectiveness' is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results for both the short-term and long-term. It is also related to Marketing ROI and Return on Marketing Investment (ROMI). Marketing expert Tony Lennon believes marketing effectiveness is quintessential to marketing, going so far as to say It's not marketing if it's not measured. The concept of marketing effectiveness first came to prominence in the 1990s with the publication of Improving Marketing Effectiveness Shaw,R which won the 1998 Business Management Book of the Year Award. In 2006, Ad Age devoted a cover story to the book "What Sticks." (ISBN 1419584332), Authors Rex Briggs and Greg Stuart calculated that marketers waste 37% of their marketing investment. Reasons for the waste include failure to understand underlying customer motivations for buying, ineffective messages and inefficient media mix investment (pg 19-20). What Sticks was named the #1 Book in Marketing by Ad Age and is required reading at leading Universities including Wharton School of the University of Pennsylvania and Harvard., suggesting that the Marketing Effectiveness continues to be an important business topic.