The End of Advertising as We Know It / Edition 1

The End of Advertising as We Know It / Edition 1

by Sergio Zyman, Armin Brott
4.0 3
ISBN-10:
0471225819
ISBN-13:
9780471225812
Pub. Date:
09/17/2002
Publisher:
Wiley

Hardcover

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The End of Advertising as We Know It 4 out of 5 based on 0 ratings. 3 reviews.
Rudy-S_18 More than 1 year ago
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.
Guest More than 1 year ago
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.
Guest More than 1 year ago
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.