The End of Advertising as We Know It

Front Cover
John Wiley & Sons, Nov 14, 2002 - Business & Economics - 239 pages
The controversial marketing guru discusses the revolution in advertising strategy
"What can I say about Sergio Zyman? He's a genius; that's all."-Warren Bennis, University Professor and DistinguishedProfessor of BusinessAdministration, USC Marshall School of Business
In this follow-up to his bestselling book The End of Marketing As We Know It, Sergio Zyman, Coca-Cola's renowned former chief marketing officer, argues that the business of advertising as we know it is dead. He uses real-world examples to illustrate how modern advertising overemphasizes art and entertainment and neglects the most important rule of advertising-sell the product. With a keen eye and a no-holds-barred approach, Zyman discusses how advertising died, what killed it, and how to revive it. He addresses the most critical issues affecting any organization's sales and marketing departments, using his time-tested, unorthodox, and sometimes even counterintuitive principles in order to translate key strategies into positive business results. For marketing managers, advertisers, and CEOs, this book offers groundbreaking advice from one of the legends of modern marketing, as well as the knowledge, insights, tools, and direction to transform advertising strategies from hoping to planning, from art to science, from guessing to knowing, and from random success to planned success.
 

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The end of advertising as we know it

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As chief marketing officer at the Coca-Cola Company, Zyman (The End of Marketing As We Know It) speaks from practical experience, but he also holds an MBA from Harvard. At Coca-Cola, Zyman both ... Read full review

Contents

CHAPTER 1 The First Casualty How We Killed Traditional Advertising
9
CHAPTER 2 Success Can Be DeadlyDont Take Your Brand Awareness for Granted
33
CHAPTER 3 Fish Where the Fish Are
75
CHAPTER 4 Celebrity Endorsers Spokespeople and Icons When to Use Em When Not To
101
CHAPTER 5 Packaging Matters Its Your Last Best Shot So Make It a Good One
125
CHAPTER 6 To Sponsor or Not to Sponsor That Is the Question
145
CHAPTER 7 Free MediaYour Best Friend or Your Worst Enemy
173
CHAPTER 8 Making Your Employees Part of Your Message and Your Product
187
CHAPTER 9 The Proof Is in the Pudding
219
CHAPTER 10 Never Miss Another Opportunity
229
Index
235
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About the author (2002)

SERGIO ZYMAN is the former chief marketing officer at Coca-Cola and the bestselling author of The End of Marketing As We Know It. He is the founder and Chairman of the Zyman Marketing Group, a leading firm in strategic consulting, software applications, and educational resources.

ARMIN BROTT has co-written books on business with some of today’s highest profile industry leaders, and is also a bestselling author in his own right. His other titles include The Expectant Father: Facts, Tips, and Advice for Dads-to-Be, The New Father: A Dad’s Guide to the First Year, and The New Father: A Dad’s Guide to the Toddler Years.

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