Short description
This title uses real-world examples to illustrate how modern advertising over-emphasizes artfulness and neglects the most important rule of advertising: sell the product. Readers learn how advertising died, what killed it, and how to revive it for the better.
Long description
This title uses real-world examples to illustrate how modern advertising over-emphasizes artfulness and neglects the most important rule of advertising: sell the product. Readers learn how advertising died, what killed it, and how to revive it for the better. Included are expert ideas on combining what worked in the past with what will work in the future and tips on getting the biggest bang for your marketing buck. It is for marketing managers, advertisers, and CEOs.
Review
"Zyman's thorough, thoughtful words might be the kick--in--the--pants the industry needs." (Publishers Weekly, July 22, 2002) "The writing style is refreshingly simple and easy to understand. Appropriate for any library that has a business section." (Library Journal, August 2002) "...packs a powerful punch...this is about doing a whole lot better, from someone who has made the most of the relevant mistakes and learnt from them..." (Admap, November 2002)
Table of contents
- Introduction
- Chapter
- The First Casualty
- How We Killed Traditional Advertising
- Chapter
- Success Can Be Deadly
- Don't Take Your Brand Awareness for Granted
- Chapter
- Fish Where the Fish Are
- Chapter
- Celebrity Endorsers, Spokespeople, and Icons
- When to Use 'Em, When Not To
- Chapter
- Packaging Matters
- It's Your Last, Best Shot, So Make It a Good One
- Chapter
- To Sponsor or Not to Sponsor
- That Is the Question
- Chapter
- Free Media
- Your Best Friend or Your Worst Enemy
- Chapter
- Making Your Employees Part of Your Message and Your Product
- Chapter
- The Proof Is in the Pudding
- Chapter
- Never Miss Another Opportunity
- Index