The End of Advertising as We Know It / Edition 1

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Overview

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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Editorial Reviews

Publishers Weekly
Zyman began his career in an advertising agency, worked his way up to become the chief marketing officer of Coca-Cola and now runs his own marketing consulting firm. Readers might expect him to be a friend of the advertising industry, having played on both sides. But he doesn't hold his punches, particularly when it comes to the industry's recent emphasis on shock value, a trend that is also mocked by another new book, The Fall of Advertising & the Rise of PR, reviewed below. The nearly simultaneous publication of both books should concern ad execs who've based their campaigns on irony and nonsense. Their work might win ad industry awards, but it does little to sell products, both of these books argue. Zyman also advises marketing managers on such esoteric decisions as whether to tap a dead celebrity for a TV spot or to trust in fads like "viral marketing." Frequent references to last year's terrorist attacks make the book feel up to date, but sometimes result in jarring passages, such as, "Right after the September 11 attacks, Pepsi started having a little trouble keeping consumers interested in the message." No kidding. Zyman addresses chief executives and marketing managers directly, counseling them to get tough on their ad agencies and base their evaluation of the agency's work on whether it sells products or services, not on whether it generates buzz. Seems like obvious advice, but judging by recent commercials, Zyman's thorough, thoughtful words might be the kick-in-the-pants the industry needs. Illus. (Sept. 27) Forecast: The cover photo of Zyman staring sage-like out at the reader might work, as he is well known in his field, although he's not exactly a familiar face to the public at large. While the book is aimed primarily at CEOs and marketing managers inside companies, advertising and PR execs will want to read it, too. Copyright 2002 Cahners Business Information.
Library Journal
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 increased sales dramatically and oversaw the introduction of New Coke one of the most visible missteps in the annals of marketing. Advertising now is not effective, claims Zyman, because it is dominated by overly creative television ads that entertain and win awards but don't generate sales. Expanding the definition of advertising to include everything from packaging to employee behavior, he argues that advertising must show a clear measurable return. One of his best arguments is that sponsorships should be reconsidered to make sure that every dollar spent drives increased sales. Zyman does not introduce many new ideas, but he does advocate that CEOs and marketing managers take a more active role to reinforce the brand and value proposition. While walking readers through a series of real-world examples of what worked and what didn't, he downplays his own mistakes and shows little sympathy for the mistakes of others. Ultimately, though, the book reaffirms the classic notion that a company must think through its strategies up front while also welcoming change. The writing style is refreshingly simple and easy to understand. Appropriate for any library that has a business section. Stephen Turner, Turner & Assoc., Inc., San Francisco Copyright 2002 Cahners Business Information.
From the Publisher
“…argues cogently that what sponsors are doing is not, as many still believe, distributing patronage, but buying and exploitable marketing property.” (Admap, April 2004)

"...a valuable challenge to assumptions..." (Research, January 2004)

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Product Details

  • ISBN-13: 9780471225812
  • Publisher: Wiley
  • Publication date: 9/17/2002
  • Edition number: 1
  • Pages: 239
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.75 (d)

Meet the Author

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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Table of Contents

Introduction 1
Ch. 1 The First Casualty: How We Killed Traditional Advertising 9
Ch. 2 Success Can Be Deadly - Don't Take Your Brand Awareness for Granted 33
Ch. 3 Fish Where the Fish Are 75
Ch. 4 Celebrity Endorsers, Spokespeople, and Icons: When to Use 'Em, When Not To 101
Ch. 5 Packaging Matters: It's Your Last, Best Shot, So Make It a Good One 125
Ch. 6 To Sponsor or Not to Sponsor: That Is the Question 145
Ch. 7 Free Media - Your Best Friend or Your Worst Enemy 173
Ch. 8 Making Your Employees Part of Your Message and Your Product 187
Ch. 9 The Proof Is in the Pudding 219
Ch. 10 Never Miss Another Opportunity 229
Index 235
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Interviews & Essays

The New Science of Advertising
Advertising, as you know it today, is dead.

But hold on -- don’t break out the handkerchiefs and black veils just yet. The end of advertising as we know it is in fact a very good thing. Whether we want to admit it or not, the truth is that most advertising today just doesn’t work; it’s a colossal waste of money; and if you don’t pay attention, it could end up destroying your company and your brand. The loud, jump-cut television ads; the endless litany of airport billboards; the pop-up ads you may be swatting away even as you’re reading this -- they’re all just so much noise that your customers are screening out, not taking to heart.

But all is not lost. Indeed, we are at, as I have titled my new book, The End of Advertising as We Know It. Next up? The future of advertising. Make plans right now to be a part of it.

And here’s your first lesson in 21st-century advertising techniques: Don’t believe the hype about hype.

Advertising is not an art form. It’s not some fanciful creative activity governed by whim and desire. It’s science, pure and simple. It’s about selling stuff more often to more people for more money. To succeed, you’ve got to bring a rigorous, scientific discipline to your marketing approach -- because you’re in an environment where every single expenditure absolutely must generate a return.

It’s simple -- if you don’t wake up every single day thinking of new reasons for your customers to buy from you, you’re just marking time until the end.

If you buy this book with the expectation of, say, getting a crash course in making killer television commercials, you might be better off with a primer instead. While you’ll learn about effective TV commercials, you’re also going to learn so much more. Advertising is a lot more than television commercials -- it includes branding, packaging, celebrity spokespeople, sponsorships, publicity, customer service, and every other aspect of your business.

And if you want fanciful marketing theory, you should look elsewhere. I prefer results over theory, battle-tested real-world strategies over ivory-tower hypotheses. I’ve built and maintained some of the biggest brands in the world, and I’ve helped countless companies develop their own brands as well, using strategic deployment of advertising.

I’ll show you how to do the same.

My previous book, The End of Marketing as We Know It (sensing a trend here?), won nationwide acclaim -- Time named me one of the three best pitchmen of the 20th century -- and inspired me to start the Zyman Marketing Group. My clients range from banks to ski resorts, from telecommunications companies to video rental giants. All of these companies have something in common -- they’re interested in selling their products based on benefits, not just intrinsic qualities. It’s a perspective that too many companies are slow to embrace. Are you still in this lagging group, doggedly pushing the same tired tenets of “awareness” and “image”? It’s time to ditch this old baggage and move to the front of the pack.

It’s funny -- many corporate bigwigs are interested in talking about absolutely anything surrounding advertising except actual revenue generated. Not long ago, I ran into a friend of mine who’s the CEO of a Fortune 500 company. He proudly boasted that his company now has 70 percent awareness. “That’s great,” I replied, “but how are sales?” Wouldn’t you know it, he suddenly realized he was late for a meeting and had to run.

I get the same kind of reaction when I give speeches virtually anywhere in the world. Major koretsus in Japan, marketing managers in London, and professors and students at the school of business in Warsaw all seem to believe that while casting advertising in a scientific light is an interesting idea, it just doesn’t apply to their company. They’re different, they say, and what works for others won’t necessarily work for them.

Guess again. They aren’t different. Sales are sales, revenue is revenue. I don’t care whether you’re selling heating oil in Ireland, souvenirs in the Australian Outback, or fighter jets in 125 countries. If you want to stay in business, your goals are the same: Maximize your assets and sell more stuff. But if you have no way to differentiate yourself from your competitors, if you don’t think about your own compelling value proposition...well, we all know how that story ends.

So how can my book change your perspective? By opening your eyes. The way enterprises are operating now not only isn’t working but is actually making existing problems worse. If you’re in the ad business, this book is a wake-up call, a warning, and a road map to success, all wrapped in one. Advertising isn’t about winning awards or creating popular catchphrases, it’s about making money -- and anything that doesn’t serve that end has to go. And if you’re not in the ad business, you better believe that you still need to know how to evaluate advertising effectiveness and understand how to best use the marketing tactics that drive results.

In the book, I’ll cover such topics as the range and reach of advertising and debunk the myth that “awareness is everything.” I’ll show you how to retain your existing customers, even at the expense of adding new ones. I’ll demonstrate why hiring a celebrity endorser might be a stroke of genius -- or the last move your company ever makes.

I’ll reexamine old advertising canards like packaging, publicity, and sponsorship, showing how you can make these old dogs newly profitable in the 21st century. In an age when media reaches potential customers virtually every second of every day, there’s no reason why you shouldn’t use that to your advantage.

And I’ll wrap up by showing you what not to do, in case studies featuring two companies -- two very well known American companies -- who have, between them, blown every advertising rule I have...and suffered the consequences. By the time you’re done with this book, you’ll know what to do, what not to do, and how to guide your company to advertising success. You’ll have the knowledge, insights, tools, and direction you need to create first-rate, successful, sustainable advertising strategies.

Your customers are waiting. Are you going to serve them -- or will your competition? Sergio Zyman

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Customer Reviews

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Sort by: Showing all of 3 Customer Reviews
  • Posted November 9, 2009

    Interesting Book

    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.

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  • Anonymous

    Posted June 22, 2004

    Packed With Knowledge!

    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.

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  • Anonymous

    Posted January 28, 2003

    Rosser Revisited

    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.

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