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Item Title:

The End of Advertising as We Know It#1

Category:

Books, Comics, Magazines

 -

Management & Business



Item Condition: New
Current Time:25 Feb 17 06:30:20
Time & Date displayed is forUnited States - EDT
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Quantity: (1 Available)
Price : £18.00 ($22.59)

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Item Specifics - Books ISBN : 047142966X
Author :
18 2650093 Title: The End of Advertising as We Know It Recommended Retail Price : 9.99 Our Price : 3.14 You Save : 6.85 (69% discount) ISBN : 047142966X Author : Sergio Zyman Armin Brott Publisher : John Wiley &
Lot # 2650093
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Item Location: Leicester
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Title: The End of Advertising as We Know It

ISBN : 047142966X
Author : Sergio Zyman Armin Brott
Publisher : John Wiley & Sons Inc
Media : Paperback
SKU MIX6-U6-MIX9-140F-13613

 

 
Brand New Book, Good Condition, Dispatch from our warehouse in the UK.

From Publishers Weekly&newline;&newline;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 &doublequote;viral marketing.&doublequote; Frequent references to last year's terrorist attacks make the book feel up to date, but sometimes result in jarring passages, such as, &doublequote;Right after the September 11 attacks, Pepsi started having a little trouble keeping consumers interested in the message.&doublequote; 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. Illus.&newline;Copyright 2002 Cahners Business Information, Inc.&newline;--This text refers to the &newline;&newline;Hardcover&newline;edition. &newline;&newline;From Library Journal&newline;&newline;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 creative 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 for the mistakes 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 &newline;Copyright 2002 Cahners Business Information, Inc.&newline;--This text refers to the &newline;&newline;Hardcover&newline;edition.

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