The End of Advertising as We Know it (Hardcover)

The End of Marketing as We Know It by Sergio Zyman 3.0 out of 5 stars (3)

Ogilvy on Advertising by David Ogilvy 5.0 out of 5 stars (16)  £10.49

The Fall of Advertising and the Rise of PR by Laura Ries 3.3 out of 5 stars (3)  £6.74

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Review
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)

Review
"Zyman′s thorough, thoughtful words might be the kick–in–the–pants the industry needs." (Publishers Weekly, July 22, 2002)

"The writing style is refreshingly simple and easy to understand. Appropriate for any library that has a business section." (Library Journal, August 2002)

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First Sentence
Let me start with a warning: If you picked up this book because you thought you were going to get a short course in how to produce killer 30-second television commercials, put it down and consider buying a primer instead. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover

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1 Review 5 star:  (1) 4 star:    (0) 3 star:    (0) 2 star:    (0) 1 star:    (0)           Average Customer Review 5.0 out of 5 stars (1 customer review)		Share your thoughts with other customers: Create your own review
Most Helpful Customer Reviews   2 of 3 people found the following review helpful: 5.0 out of 5 stars Packed With Knowledge!, 23 Jun 2004 By  Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)    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. Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this) Share your thoughts with other customers: Create your own review › See all customer reviews...		Ad feedback   Search Customer Reviews Only search this product's reviews

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