THE 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.

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.

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.