THE END OF ADVERTISING AS WE KNOW IT

Slide 1: CLA SSIC BIZ BOOK EDIT S ION MONEY QUOTES THE END OF ADVERTISING AS WE KOW IT SERGIO ZYMAN

Slide 2: CLASSICS BIZ BOOK MONEY QUOTES EDITION “Advertising is a lot more than television commercials—it includes branding, packaging, celebrity spokespeople, publicity, customer service, the way you treat your employees …” THE END OF ADVERTISING… SERGIO ZYMAN

Slide 3: CLASSICS BIZ BOOK MONEY QUOTES EDITION “Advertising is not an art form. It’s about selling more stuff more often to more people for more money. Success is the result of a scientific, disciplined process, and every single expenditure must generate a return.” THE END OF ADVERTISING… SERGIO ZYMAN

Slide 4: CLASSICS BIZ BOOK MONEY QUOTES EDITION “If you don’t keep giving customers reasons to buy from you, they won’t.” THE END OF ADVERTISING… SERGIO ZYMAN

Slide 5: CLASSICS BIZ BOOK MONEY QUOTES EDITION “My definition of advertising is everything.” THE END OF ADVERTISING… SERGIO ZYMAN

Slide 6: CLASSICS BIZ BOOK MONEY QUOTES EDITION “In short, everything you do communicates something about your brand to your customers and prospective customers.” THE END OF ADVERTISING… SERGIO ZYMAN

Slide 7: CLASSICS BIZ BOOK MONEY QUOTES EDITION “Traditional advertising that only entertains doesn’t work, and companies that don’t get wise to this are going to fail. I tell people that awareness — which is what most ads are designed to increase — doesn’t get you sales.” THE END OF ADVERTISING… SERGIO ZYMAN

Slide 8: CLASSICS BIZ BOOK MONEY QUOTES EDITION “Awareness doesn’t sell. All it does is get you in the consideration set. And then you have to sell.” THE END OF ADVERTISING… SERGIO ZYMAN

Slide 9: CLASSICS BIZ BOOK MONEY QUOTES EDITION “Marketing isn’t about the ad; it’s about communicating the benefits and features of a product or service in a way that will make customers feel their life is easier or simpler because of it.” THE END OF ADVERTISING… SERGIO ZYMAN

Slide 10: CLASSICS BIZ BOOK MONEY QUOTES EDITION “Simply put, the goal of advertising is to sell more stuff to more people for more money.” THE END OF ADVERTISING… SERGIO ZYMAN

Slide 11: CLASSICS BIZ BOOK MONEY QUOTES EDITION “A brand is essentially a container for a customer’s complete experience with the product and the company.” THE END OF ADVERTISING… SERGIO ZYMAN

Slide 12: CLASSICS BIZ BOOK MONEY QUOTES EDITION “A brand simplifies the buying process by differentiating a product on something besides price.” THE END OF ADVERTISING… SERGIO ZYMAN

Slide 13: CLASSICS BIZ BOOK MONEY QUOTES EDITION “A brand is the company’s link to the likes, wants, and needs of its customers.” THE END OF ADVERTISING… SERGIO ZYMAN

Slide 14: CLASSICS BIZ BOOK MONEY QUOTES EDITION “The big issue facing your business today is how to differentiate yourself from your competition in a way that’s relevant and meaningful to consumers.” THE END OF ADVERTISING… SERGIO ZYMAN

Slide 15: CLASSICS BIZ BOOK MONEY QUOTES EDITION “Being different from your competitors is critical. Differences can motivate people and can influence their decisions.” THE END OF ADVERTISING… SERGIO ZYMAN

Slide 16: CLASSICS BIZ BOOK MONEY QUOTES EDITION “If you can get your customers to prefer your product or service on the basis of more than just the product or service itself, you’ve got it made.” THE END OF ADVERTISING… SERGIO ZYMAN

Slide 17: CLA SSIC BIZ BOOK EDIT S ION MONEY QUOTES THE END OF ADVERTISING AS WE KOW IT SERGIO ZYMAN