The End of Advertising as We Know It

by Sergio Zyman; Armin Brott

• ISBN13: 9780471432715
• ISBN10: 0471432717
• Format: eBook
• Copyright: 2002-11-01
• Publisher: Wiley

Summary

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.

Author Biography

Sergio Zyman is the former chief marketing officer at Coca-Cola. He is the founder and Chairman of the Zyman Marketing Group Armin Brott has co-written books on business and is also a bestselling author in his own right

Table of Contents

Introduction.

Chapter 1. The First Casualty: How We Killed Traditional Advertising.

Chapter 2. Success Can Be Deadly--Don't Take Your Brand Awareness for Granted.

Chapter 3. Fish Where the Fish Are.

Chapter 4. Celebrity Endorsers, Spokespeople, and Icons: When to Use 'Em, When Not To.

Chapter 5. Packaging Matters: It's Your Last, Best Shot, So Make It a Good One.

Chapter 6. To Sponsor or Not to Sponsor: That Is the Question.

Chapter 7. Free Media--Your Best Friend or Your Worst Enemy.

Chapter 8. Making Your Employees Part of Your Message and Your Product.

Chapter 9. The Proof Is in the Pudding.

Chapter 10. Never Miss Another Opportunity.

Index.