The Fall of Advertising and the Rise of PRBestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. 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
Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down. |
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LibraryThing Review
Procura do Utilizador - JBD1 - LibraryThingWhile quite (and sometimes laughably) dated more than ten years after publication, this is still at least a somewhat relevant book, although today "social media" has replaced "PR" as the dominant form ... Ler crítica na íntegra
The fall of advertising and the rise of PR
Procura do Utilizador - Not Available - Book VerdictThe father-and-daughter authors who previously collaborated on The 22 Immutable Laws of Branding here attempt to explain the difference between advertising and public relations, arguing that PR should ... Ler crítica na íntegra
Índice
Advertising and Car Salesmen | 3 |
Advertising and Art | 15 |
Advertising and Creativity | 23 |
Advertising and Awards | 33 |
Advertising and Awareness | 43 |
Advertising and Sales | 49 |
Advertising and the Dotcoms | 61 |
Advertising and Credibility | 73 |
Firing On All Cylinders | 223 |
The Differences Between Advertising and | 237 |
Advertising Is the Wind PR Is the Sun | 239 |
Advertising Is Spatial PR Is Linear | 241 |
Advertising Uses the Big Bang PR Uses the Slow Buildup | 243 |
Advertising Is Visual PR Is Verbal | 245 |
Advertising Reaches Everybody PR Reaches Somebody | 247 |
Advertising Is SelfDirected PR Is OtherDirected | 249 |
The Search for Alternatives | 81 |
The Power of a Third Party | 89 |
Building a New Brand with PR | 97 |
Rebuilding an Old Brand with PR | 119 |
Establishing Your Credentials | 127 |
Rolling Out Your Brand | 133 |
Building an Educational Brand | 143 |
Building a Geographic Brand | 149 |
Building a Booze Brand | 157 |
The Missing Ingredient | 163 |
Dealing with Line Extensions | 171 |
Dealing with Names | 183 |
A New Role for Advertising | 195 |
Maintaining the Brand | 197 |
Keeping On Course | 211 |
Advertising Dies PR Lives | 251 |
Advertising Is Expensive PR Is Inexpensive | 253 |
Advertising Favors Line Extensions PR Favors | 255 |
Advertising Likes Old Names PR Likes New Names | 257 |
Advertising Is Funny PR Is Serious | 259 |
Advertising Is Uncreative PR Is Creative | 261 |
Advertising Is Incredible PR Is Credible | 263 |
Advertising Is Brand Maintenance PR Is Brand Building | 265 |
Postscripts | 267 |
P S for Management | 269 |
P S for Advertising | 273 |
P S for PR | 277 |
Index | 281 |