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The End of Advertising as We Know it (Paperback)

by Sergio Zyman (Author), Armin Brott (Author) "The vast majority of people in the advertising business-and by that I mean agencies more than anything else-define an ad as a 30-second commercial ..." (more)

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Product details

Paperback: 256 pages
Publisher: John Wiley & Sons; New edition edition (9 Jan 2004)
Language English
ISBN-10: 047142966X
ISBN-13: 978-0471429661
Product Dimensions: 21.8 x 14.2 x 1.8 cm

Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)

Amazon.co.uk Sales Rank: 122,954 in Books (See Bestsellers in Books)

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Product Description

Review

“…argues cogently that what sponsors are doing is not, as many still believe, distributing patronage, but buying and exploitable marketing property.” (Admap, April 2004)

"...a valuable challenge to assumptions..." (Research, January 2004)

Review

“…argues cogently that what sponsors are doing is not, as many still believe, distributing patronage, but buying and exploitable marketing property.” (Admap, April 2004)

"...a valuable challenge to assumptions..." (Research, January 2004)

See all Product Description

Inside This Book (Learn More)

First Sentence
The vast majority of people in the advertising business-and by that I mean agencies more than anything else-define an ad as a 30-second commercial. Read the first page

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2 of 3 people found the following review helpful:

5.0 out of 5 stars Packed With Knowledge!, 22 Jun 2004

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER) (REAL NAME)

This review is from: The End of Advertising as We Know it (Hardcover)

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.

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