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008			110218s2002 njua 001 eng d
020			_a0471225819 (hbk.)
020			_a047142966X (pbk.)
020			_a9780471429661 (pbk.)
039		9	_a201102181358 _bVLOAD _c201102181354 _dVLOAD _c201006230939 _dwilmina _c201006230937 _dshuhada _y200407271943 _zVLOAD
082	0	4	_a659.1 _bZYM
100	1		_aZyman, Sergio. _915085
245	1	4	_aThe end of advertising as we know it / _cSergio Zyman, with Armin Brott.
260			_aHoboken, N.J. : _bJohn Wiley, _cc2002.
300			_a239 p. : _bill. ; _c24 cm.
500			_aPublished simultaneously in Canada.
500			_aIncludes index.
505	0		_aIntroduction. - Ch. 1. The first casualty: how we killed traditional advertising. - Ch. 2. Success can be deadly-don't take your brand awareness for granted. - Ch. 3. Fish where the fish are. - Ch. 4. Celebrity endorsers, spokespeople, and icons: when to use 'Em, when not to. - Ch. 5. Packaging matters: it's your last, best shot, so make it a good one. - Ch. 6. To sponsor or not to sponsor: that is the question. - Ch. 7. Free media-your best friend or your worst enemy. - Ch. 8. Making your employees part of your message and your product. - Ch. 9. The proof is in the pudding. - Ch. 10. Never miss another opportunity. - Index.
650		0	_aAdvertising. _995158
700	1		_aBrott, Armin A. _915086
920			_aGEN : 103532
921			_aADP : 98999, 96241
922			_aMCS: 202344, 202453
923			_aSOC : 144615
999			_c25943