By Sergio Zyman

ISBN-10: 0471225819

ISBN-13: 9780471225812

ISBN-10: 0471432717

ISBN-13: 9780471432715

advertising this day does not paintings. Or so says the "Aya Cola," Sergio Zyman, former advertising czar of Coca-Cola and fairly in all likelihood the main well-known advertising and marketing gadfly on the planet. superb, irascible, unconventional, Zyman is healthier recognized for reinventing the Coca-Cola Company's advertising and marketing process via spearheading the worldwide launches of vitamin Coke, New Coke, vintage Coke, Fruitopia, and Sprite. Now, during this brisk and progressive e-book, Zyman indicates why previous ways to advertising have misplaced their fizz--and tips on how to get a bounce at the strateies that may paintings within the twenty-first century.

Zyman explores such issues as:

  • Why feel-good advertising and marketing is unnecessary except it ends up in sales
  • Why advertising is a technology no longer an art
  • How a well-honed process is extra vital to good fortune than what advertisements say
  • And a lot more

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Qxd 7/24/02 9:33 AM Page 43 THE END OF ADVERTISING AS WE KNOW IT 43 Most companies tend to try to drive their business by having activities such as promotions and ad campaigns. I have no problem with activities—as long as they’re not random. You need to integrate every single activity into a long-term plan that drives you to your destination. So start by asking yourself what your brand is going to stand for, what your goal is, how you’re going to fit into people’s lives, and how you stand with regard to your competition.

My company, Zyman Marketing Group, is often invited to come up with proposals for companies that have decided they need a branding project. qxd 7/24/02 9:33 AM Page 34 34 SERGIO ZYMAN brand involves nothing more than coming up with a series of pictures and jingles to magically change the public’s perception of the company or its products or services. I can’t get out of meetings like those fast enough. Granted, custom designing a company’s “look” is a good thing. It’s not unlike grooming yourself—somewhat superficial but still pretty important.

That entire model is completely useless in today’s economic climate. People have a nearly unlimited number of products to choose from but a very limited amount of money to spend. As a result, categories that used to be neatly organized aren’t anymore. A shopper who once had a choice between your brand of tuna, Bumble Bee, and Chicken of the Sea, now might consider buying a bag of chips or a package of macaroni and cheese instead. ” In Russia, we found that Coca-Cola’s number one competitor wasn’t Pepsi or Fanta or Kvas (a Russian drink).

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The End of Advertising as We Know It by Sergio Zyman


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