Top >> Book_Reviews BOOK REVIEW The End of Advertising As We Know It published February 03 The End of Advertising As We Know It, by former Coca-Cola marketing expert Sergio Zyman, takes a long hard look at why advertising is not working, as well as giving firsthand advice on how to make it effective again. According to Zyman, advertising is not a stand-alone activity but part of everyone in the organisation’s day-to-day job, including how clean the delivery trucks are, whether staff take their shoes off before stepping into customers' homes, and how receptionists answer the telephone. With chapters such as “To Sponsor or Not to Sponsor: That Is the Question”, “Celebrity Endorsers, Spokespeople, and Icons: When to Use 'Em, When Not To.” and “Success Can Be Deadly—Don't Take Your Brand Awareness for Granted”, this book is a “must-read” for anyone working in the industry.

PR Influences Australian Public Relations Newsletter. Article: PR Book Review: The End of Advertising As We Know It. Information Content: Book Reviews & Information