End of Advertising as We Know It

End of Advertising as We Know It

by Sergio Zyman, Armin Brott
     
 

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Praise for the book that rewrote the rules of advertising

"Zyman’s thorough, thoughtful words might be the kick-in-the-pants the industry needs."
–Publishers Weekly

"The writing style is refreshingly simple and easy to understand. Appropriate for any library that has a business section."
–Library Journal

"If you

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Overview

Praise for the book that rewrote the rules of advertising

"Zyman’s thorough, thoughtful words might be the kick-in-the-pants the industry needs."
–Publishers Weekly

"The writing style is refreshingly simple and easy to understand. Appropriate for any library that has a business section."
–Library Journal

"If you ever dreamed of having a power lunch with the one-and-only Z, this book is the next best thing. Make sure you keep notes as Sergio drops his pearls of wisdom on the truth of advertising and beyond."
–Bernd Schmitt, author, Experiential Marketing

"[Zyman] returns to the foundations of advertising, which he drills into rock. He builds–or rebuilds–the house of marketing from the ground up."
–Sir Martin Sorrell, Group Chief Executive, WPP

"I hope CEOs read this book. They will stop wasting their precious dollars on 30-second commercials and start doing some real marketing."
–Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management, author, Kotler on Marketing and Marketing Insights from A to Z

"Sergio is one of the few who recognize that the real problem with advertising is that the process itself is broken. And he is the only man in the history of the industry courageous (or insane) enough to attempt to change it."
–Sam Hill, cofounder, Helios Consulting Group, author, Sixty Trends in Sixty Minutes

"Sergio Zyman is tough-minded and irreverent. His insights into the evolution of advertising are vital for anyone building a business."
–John J. Dooner Jr., Chairman and CEO, McCann-Erickson Worldgroup

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Editorial Reviews

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)

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.

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Product Details

ISBN-13:
9780471429661
Publisher:
Wiley
Publication date:
11/26/2003
Edition description:
Reprint
Pages:
256
Product dimensions:
6.04(w) x 9.11(h) x 0.66(d)

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