The End of Advertising as We Know It / Edition 1by Sergio Zyman, Armin Brott
Pub. Date: 09/17/2002
"If you ever dreamed of having a power lunch with the one-and-only Z, this book is the next best thing. Z argues that advertising is much more than 30-second TV commercials; for him, it includes branding, packaging, service, and everything else that communicates. Make sure you keep notes as Sergio drops his pearls of wisdom on the truth of advertising and
"If you ever dreamed of having a power lunch with the one-and-only Z, this book is the next best thing. Z argues that advertising is much more than 30-second TV commercials; for him, it includes branding, packaging, service, and everything else that communicates. Make sure you keep notes as Sergio drops his pearls of wisdom on the truth of advertising and beyond."
-Bernd Schmitt, Author, Experiential Marketing
In this follow-up to the bestseller The End of Marketing as We Know It, Coca-Cola's renowned and outspoken former chief marketing officer argues that current advertising practices are dead. He contends that advertisers have lost sight of their primary goal: to sell the product. Fortunes are wasted on hip, award-winning commercials that often fail to even communicate the brand. The reality of business demands that advertising answer to the bottom line.
Based on his years of experience building and maintaining some of the world's biggest brands, Zyman shows how truly effective advertising involves not only thirty-second TV spots, but also branding, packaging, celebrity spokespeople, sponsorships, publicity, and customer service. The End of Advertising as We Know It presents battle-tested advice for designing truly effective ad campaigns that drive business.
Backed by case studies and hard-won insight, Zyman reinvents advertising as a focused, disciplined, and even scientific process in which every expenditure generates a return. He shows how the most fruitful ad campaigns start with a company-wide strategy from top management that filters down through the organization, influencing all marketing and advertising efforts. He presents a new methodology for analyzing and charting the results of ad campaigns and offers fresh ways to connect with customers. Rethinking traditional advertising methods, he debunks some of the most indestructible myths in the business-like the old saw that any publicity is good publicity. In short, he shows that the rules of the game have changed, and warns advertisers everywhere to wise up to the new set right away.
Today's consumers are bombarded by information and overwhelmed by choice. As a result, advertisers are constantly seeking more inventive ways to reach them, forgetting the industry's true purpose. Sergio Zyman challenges ad agencies to rethink their approach to customer service and the metrics of success. For corporate leaders and advertising professionals alike, The End of Advertising as We Know It presents a plan for effective advertising that does one thing and one thing only-sell the product.
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Table of Contents
|Chapter 1||The First Casualty: How We Killed Traditional Advertising||9|
|Chapter 2||Success Can Be Deadly--Don't 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: It's 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 Media--Your 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|
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Most Helpful Customer Reviews
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even though i didn't get to finish reading this book, it had many good points on how advertising really works for different companies. It really caught my attention when i read that Sergio Zyman is the former chieffe marketing officer of The Coca-Cola Company because i love drinking Coke. It also makes me laugh how he talks about different ads for diferent companies sometimes are really stupid and some very smart by wut the companies say on commercials, magazines and billboards. I liked the fact that he would compare Pepsi and Coke on how much money they earn, that can include going to different places to see the difference. It made me laugh when companies would tell him to stay away from their sales just because he had a really good point on some unnecesary ads.
Deeply informed by his marketing experience at Coca-Cola, Sergio Zyman knows advertising theories, but he doesn¿t like them. He is marketing¿s angry child, shouting, ¿Traditional advertising just isn¿t working.¿ He delights in hurling stones at traditional advertising icons, including ¿brand awareness,¿ which may get your product considered, but will not guarantee a sale or an increase in sales. For sales heft, he postulates, position your product to be relevant to the consumer. Build this ¿brand relevance,¿ then start working on media buzz. He compliments his own marketing expertise, but who wants a shy promoter? He says corporations waste ad dollars, so if you work in a traditional glass-house advertising agency, you won¿t feel too secure when you see angry kid Zyman picking up a rock. His targets, according to us, are people who work in Madison Avenue glass houses, and those who hire them.
It's good to know that the spirit (and modest understatement) of the legendary Rosser Reeves are alive and well. Zyman neatly repackages the need for a USP (Unique Selling Proposition.) You know: something that gets us to buy more stuff, more often for more money... He also reminds agency CEO's that they're not paranoid: that there really is someone out to get them. Specifically someone who contends that strategy resides above the multi-media mechanics at the agency (or, for that matter the mid-level trolls in the brand group.) All in all, a very good pitch for integrated marketing (as in "every consumer touchpoint is a marketing moment of truth"); a reminder to agency management that, if we're not careful, the agency, as marketing partner, is indeed an endangered species; finally, that one very well-written book is a better new business tool than a thousand cold calls.