The End of Advertising as We Know It

by Sergio Zyman

Book Overview

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0471225819
• Release Date: September 2002
• Publisher: Wiley
• Length: 239 Pages
• Weight: 1.05 lbs.
• Dimensions: 9.5" x 0.9" x 6.2"

Customer Reviews

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.

Great for Small Businesses as well as large ones

If your advertising hasn't been working, this guy knows why. Advertising should bring people into your company with the mindset to buy. Image advertising doesn't cut it. He goes into detail, no holds barred. Even gets into sponsorships and charity functions that you might consider advertising. If you are in charge of advertising for your company this book is a MUST read along with:"33 ruthless rules of local adverising." Sergia and this other guy say the same thing. You must advertise in audio as well as visual advertising at the same time. I sed to own a retail store doing 2 million. This would have helped me a lot back then.

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 we from getAbstract, are people who work in Madison Avenue glass houses, and those who hire them.

A marketer from New York

I saw Zyman at a marketing symposium 2 weeks ago, where I received a copy of the book. His contrarian style tells you not only what is wrong with today's advertising strategy but how to change it. This book is a quick read that will give any marketer and advertiser pointers for how to effective use today's shrinking marketing budgets

Great practical marketing and advertising overview

I've read a lot of marketing books, and too many of them overdose on complicated, convoluted theories that don't tie back to real-world business problems. This book doesn't have that problem -- it does a great job of offering practical advice for using marketing and advertising effectively to help increase sales.Zyman makes great use of anecdotes to illustrate his points, bringing his principles to life in an entertaining way. He doesn't pull any punches -- if he disagrees with the way a well-known company approaches marketing he isn't afraid to say it. And he describes what they could be doing better.This book covers the gamut of marketing and advertising concepts, revealing what marketers should focus on (and what they should ignore), covering success measurements to endorsements to sponsorships to packaging to publicity and public relations. It provides practical advice on how to select and evaluate an agency, and gives a cogent argument for why advertising means much more than just making a few TV commercials and print ads.I really enjoyed and valued The End of Marketing As We Know It, and had very high expectations for this book as well. Once again, Zyman delivered the goods. If you are looking for your marketing and advertising to drive improved results for your business, then reading these books is a great way to get started.