The End of Advertising as We Know It - download pdf or read online

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 rather most likely the main well-known advertising gadfly on the planet. fantastic, irascible, unconventional, Zyman is better recognized for reinventing the Coca-Cola Company's advertising and marketing strategy through spearheading the worldwide launches of nutrition Coke, New Coke, vintage Coke, Fruitopia, and Sprite. Now, during this brisk and innovative e-book, Zyman exhibits why previous methods to advertising have misplaced their fizz--and how you can get a leap at the strateies that would 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 and marketing is a technology now not an art
  • How a well-honed procedure is extra very important to good fortune than what advertisements say
  • And a lot more

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Extra resources for The End of Advertising as We Know It

Sample text

But really and truly, consumers aren’t all that bright. If you don’t tell them exactly what you’re doing, why you’re doing it, and why they should buy your product, they’ll ignore you and take their wallet (and their heart) to someone who will tell them those things. Dozens of the biggest corporate names in America made the mistake of coasting on their name recognition, and a lot of them have coasted right into bankruptcy. I’ll talk about some of these companies in Chapter 2. The result of blindly assuming that people automatically “get it” (whatever that means to you) is that you end up spending money on things that don’t work, you never bother to measure your results, and you spend a lot of time rationalizing what went wrong instead of making the necessary changes.

And I walk right past it. I’m very aware of V8. I’ve seen their commercials for years and some of them are very clever. I know all about the eight vegetables and how healthy they are, but I still have no interest in buying V8. They’ve simply never given me the reason I need. Of course, not every company can make its products or services appeal to everyone. That’s an admirable but completely unrealistic and unachievable goal. The point I’m making is that name recognition by itself isn’t enough to sell your product.

It was all about differentiation—brilliant! These early brands gave owners a simple way to identify their cattle and keep them separate from everyone else’s. Later on, buyers began to rely on brands, too, to give them more information than the eye could see about the products they were buying. Say, for example, that the people who owned Brand Z put the word out that their cattle had been fed on organic grains and frolicked happily in the fields (which would make the meat more tender), while Brand A cows ate nothing but tumbleweed and were chained together in uncomfortable pens.

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The End of Advertising as We Know It by Sergio Zyman


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