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End of Advertising as We Know It
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.
"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.
- GenresBusinessNonfiction
Paperback
First published January 1, 2002
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Displaying 1 - 11 of 11 reviews
September 25, 2019
"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."
Picked this up a decade or so ago at one of those pop-up discount book stores that used to temporarily occupy vacant store spaces around that time. First heard of it on the blog of James Hudnall, a comic book writer, whose world view seemed centered on practicality. So when I spotted it for like a dollar (can't remember for sure), I grabbed it, likely with a bunch of others. This was an uncorrected proof, so typos are excused, unless they made it into the final edition. Very probable nowadays, and the world of 2002 (as written about here), doesn't seem that much different from today's world. The internet was younger, but it was there. Mr. Zyman's rule, that advertising that doesn't sell product, isn't working, no matter how entertaining it is, applies equally today as it did back then.
Chose to read it now-ish because 1) I was looking for something and came across it on the bookshelf, and 2) thought that there may be some insights into the modern failures of the political-media-military complex (or whatever it is) that we call mainstream media and the Democrat Party. I might be barking up the wrong tree with that analogy, though. Sometimes, the loser pockets a healthy paycheck after putting on a show of "resistance." Advertising does remain key to much of the media, though, with a few notable exceptions.
Also, and I didn't know this going in, the retail establishment I currently work for, is going through some changes that seem directly influenced by some advice given in this volume. I'll have to go back and take notes, as there's some good advice on keeping employees happy that I might want to throw in during a meeting, or some other occasion where I feel like making trouble.
Picked this up a decade or so ago at one of those pop-up discount book stores that used to temporarily occupy vacant store spaces around that time. First heard of it on the blog of James Hudnall, a comic book writer, whose world view seemed centered on practicality. So when I spotted it for like a dollar (can't remember for sure), I grabbed it, likely with a bunch of others. This was an uncorrected proof, so typos are excused, unless they made it into the final edition. Very probable nowadays, and the world of 2002 (as written about here), doesn't seem that much different from today's world. The internet was younger, but it was there. Mr. Zyman's rule, that advertising that doesn't sell product, isn't working, no matter how entertaining it is, applies equally today as it did back then.
Chose to read it now-ish because 1) I was looking for something and came across it on the bookshelf, and 2) thought that there may be some insights into the modern failures of the political-media-military complex (or whatever it is) that we call mainstream media and the Democrat Party. I might be barking up the wrong tree with that analogy, though. Sometimes, the loser pockets a healthy paycheck after putting on a show of "resistance." Advertising does remain key to much of the media, though, with a few notable exceptions.
Also, and I didn't know this going in, the retail establishment I currently work for, is going through some changes that seem directly influenced by some advice given in this volume. I'll have to go back and take notes, as there's some good advice on keeping employees happy that I might want to throw in during a meeting, or some other occasion where I feel like making trouble.
October 17, 2013
Interesting and helpful, plenty of practical examples of good and bad ads. Lot of advices, given from the author, and supported from his 30-years career in advertising.
May 4, 2022
Very pragmatic. Good to read for anyone attempting to advertise and to clear one's view on advertising.
Read
July 23, 2009A glimpse into the appalling mindset of advertisers. The insights in the book are moderately interesting and are presented moderately well, but by far the most interesting aspect of the book is its tone of casual, nonchalant sleaze. Not only does the author fail to lament the horrible tactics of his industry, he seems to revel in them. He prides himself and his industry in their ability to prey upon vulnerabilities of the human psyche. I don't know how advertisers can sleep at night.
December 3, 2008
So far, this is a great book for those in marketing but a little dismayed by the rampant lack of accountability.
Well, it started out with 4 stars but unfortunately declined to 3 stars by the end. Overall I still liked it though.
Well, it started out with 4 stars but unfortunately declined to 3 stars by the end. Overall I still liked it though.
March 30, 2009
за отсрещната гледна точка
May 4, 2010
To know about marketing !
February 17, 2013
Fun book from a certified marketing "guru" explaining the world of marketing as he sees it. Lots of fun but lots of ego. All entrepreneurs should read this, to learn the basic and have a luagh.
October 31, 2012
Beautiful!
Want to read
August 24, 2015Paliku pie 129.lpp.
Displaying 1 - 11 of 11 reviews