Author: Al Ries
Edition: Edition Unstated
Publisher: HarperBusiness
Binding: Paperback
ISBN: 0060081996
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The Fall of Advertising and the Rise of PR
Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations.The Fall of Advertising and the Rise of PR review.
Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising.
Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why
- advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility;
- the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR;
- advertising should only be used to maintain brands once they have been established through publicityRead full reviews of The Fall of Advertising and the Rise of PR by Laura Ries.
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The Fall of Advertising and the Rise of PR - Al Ries, Laura Ries
The Fall of Advertising and the Rise of PR : Paperback : HarperCollins Publishers Inc : 9780060081997 : 0060081996 : 07 Aug 2004 : Reveals a shift in marketing trends from advertising to publicity, citing the successes of such top brands as the Body Shop, Starbucks, and Wal-Mart, while sharing strategies on establishing credibility and implementing a slow PR build.
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The Fall of Advertising and the Rise of PR
payment | shipping rates | returns The Fall of Advertising and the Rise of PR Product Category :Books Title :The Fall of Advertising and the Rise of PR EAN :9780060081980 Authors :Ries, Laura, Ries, Al Binding :Hardcover Publisher :HarperBusiness Publication Date :2002-08-20 Pages :320 Signed :False First Edition :False Dust Jacket :False List Price (MSRP) :24.95 Height :1.1000 inches Width :5.9000 inches Length :8.3000 inches Weight :0.9000 pounds Condition :Good About SHOPBOOKAHOLIC.COM Our cThe Fall of Advertising and the Rise of PR Reviews
Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising.
Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why
- advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility;
- the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR;
- advertising should only be used to maintain brands once they have been established through publicity.
Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.
In The Fall of Advertising and the Rise of PR, longtime marketing strategist Al Ries and his daughter/business partner Laura Ries offer solid arguments championing the latter over the former for modern-day brand building. Such a stance is hardly new for these two, who have jointly, individually, and with others written eight previous books on related topics since Al penned The Positioning Era Cometh for Advertising Age some three decades ago. What's fresh this time is the dissection of contemporary corporate hits--like Starbucks, Botox, eBay, and even Harry Potter--that have eschewed traditional advertising and nevertheless soared to the top through the savvy use of public relations. The authors spend the first part of the book discussing how advertising lost credibility among consumers as it became more of a creative art than a sales tool, and the second part showing how PR subsequently supplanted it in effectiveness. Using the above examples and others, they explain how such practices can work in various situations (building a new brand, rebuilding an old one, dealing with line extensions, etc.), as well as ways advertising can still be usefully employed (primarily to maintain a brand and "keep it on course"). The result is both provocative and practical. --Howard Rothman
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