Title: the beginning of advertising Sergio as we know it
Product review: This book would be better off as an entry in the 'Idiot's Guide' series. Not because Zyman is an idiot. He's quite smart. but because it's just a basic primer about how advertising works. Anyone beyond an Assistant Brand Manager role at any decent company knows this stuff cold. And, in my experience dealing with agencies, so do most mid-level and above ad people. Basically, he's selling himself. Every chapter contains tales of his great ideas and the 'visionaires' who agree with him (some of them dead.)Still, Sergio managed a 6-figure advance for a thin book with college-level information. Now, that's smart. Oh, and by the way: that's marketing.
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