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The End of Advertising as We Know It

ISBN: 978-0-471-22581-2
239 pages
September 2002
The End of Advertising as We Know It (0471225819) cover image
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 DistinguishedProfessor of BusinessAdministration, USC Marshall School of Business
In this follow-up to his bestselling book The End of Marketing As We Know It, Sergio Zyman, Coca-Cola's renowned former chief marketing officer, argues that the business of advertising as we know it is dead. He uses real-world examples to illustrate how modern advertising overemphasizes art and entertainment and neglects the most important rule of advertising-sell the product. With a keen eye and a no-holds-barred approach, Zyman discusses how advertising died, what killed it, and how to revive it. He addresses the most critical issues affecting any organization's sales and marketing departments, using his time-tested, unorthodox, and sometimes even counterintuitive principles in order to translate key strategies into positive business results. For marketing managers, advertisers, and CEOs, this book offers groundbreaking advice from one of the legends of modern marketing, as well as the knowledge, insights, tools, and direction to transform advertising strategies from hoping to planning, from art to science, from guessing to knowing, and from random success to planned success.
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Introduction.

Chapter 1. The First Casualty: How We Killed Traditional Advertising.

Chapter 2. Success Can Be Deadly--Don't Take Your Brand Awareness for Granted.

Chapter 3. Fish Where the Fish Are.

Chapter 4. Celebrity Endorsers, Spokespeople, and Icons: When to Use 'Em, When Not To.

Chapter 5. Packaging Matters: It's Your Last, Best Shot, So Make It a Good One.

Chapter 6. To Sponsor or Not to Sponsor: That Is the Question.

Chapter 7. Free Media--Your Best Friend or Your Worst Enemy.

Chapter 8. Making Your Employees Part of Your Message and Your Product.

Chapter 9. The Proof Is in the Pudding.

Chapter 10. Never Miss Another Opportunity.

Index.
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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 whose clients include Chase Bank, Callaway Golf, and Vicente Fox, President of Mexico.
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 A Dad's Guide to the Toddler Years. He lives with his family in Oakland, California.
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  • Zyman is the best-selling author of The End of Marketing as We Know It, and is widely known for his role as the former outspoken and highly successful Chief Marketing Officer for Coca-Cola. He left in 1997 to start his own firm, and his clients today include Alcoa, Bombardier, Callaway Bank, Barilla Pasta and Chase Bank, as well as the president of Mexico, Vincente Fox. He is on the boards of a number of companies, such as The Gap, Inc., BuyMedia, College Television Network and Phase2Media and serves on the advisory board for Internet Capital Group.
  • His plan includes:
    • How to build a brand into something better than just a name, and how to avoid destroying a present one;
    • Why every detail communicates something about your company;
    • Using scientific, results-based advertising;
    • Hiring and managing ad agencies, and when to fire them;
    • When to spend money on celebrities;
    • How free publicity can backfire;
    • Understanding the role of the press and controlling its impact;
    • Utilizing paid and free media effectively;
    • Why it's more important to sell to existing customers than it is to attract new ones;
    • Determining when an ad campaign is working and when to pull the plug;
    • Determining the right mix of television, radio, print and Internet advertising;
    • Figuring out whether to sponsor an event;
    • Plus how to capitalize on every advertising opportunity.
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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.
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. (Publishers Weekly, July 22, 2002)

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 created 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 of the mistake 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 (Library Journal, August 2002)
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