Sergio Zyman, Armin Brott
ISBN: 0-471-42966-X
Paper
256 pages
January 2004

In this follow-up to the best-selling The End of Marketing As We Know It, scene-stealing marketing guru Sergio Zyman shows all marketers, brand managers and advertisers that advertising is dead--killed by agencies that have forgotten that their primary goal is selling products, opting instead to create artful, award-winning ads that do little to communicate the brand.

The former Chief of Marketing for Coca-Cola, Zyman explores what killed advertising--and the radical tactics needed to revive it.

His plan includes: How to build a brand into something better than just a name, and how to avoid destroying a present one. Why every detail communicates something about your company. Using scientific, results-based advertising. Hiring and managing ad agencies, and when to fire them. When to spend money on celebrities. How free publicity can backfire. Understanding the role of the press and controlling its impact. Utilizing paid and free media effectively. Why it's more important to sell to existing customers than it is to attract new ones. Determining when an ad campaign is working and when to pull the plug. Determining the right mix of television, radio, print and Internet advertising. Figuring out whether to sponsor an event. Plus how to capitalize on every advertising opportunity.