TY  - BOOK
AU  - Zyman, Sergio
AU  - Brott, Armin
TI  - The end of advertising as we know it
SN  - 047142966X
U1  - 659.1 
PY  - 2003///
CY  - Chichester: 
PB  - Wiley, 
KW  - Publicitat
N1  - 1. The First Casualty - How We Killed Traditional Advertising. 
2. Success Can Be Deadly - Don't Take Your Brand Awareness For Granted. 
3. Fish Where the Fish Are. 
4. Celebrity Endorsers, Spokespeople, and Icons: When to Use 'Em, When Not To. 
5. Packaging Matters - It's Your Last, Best Shot, So Make it a Good One. 
6. To Sponsor or Not to Sponsor; That's the Question. 
7. Free Media - Your Best Friend or Your Worst Enemy. 
8. Making Your Employees Part of Your Message and Your Product. 
9. The Proof is in the Pudding. 
10. Never Miss Another Opportunity
ER  -