The Fall of Advertising and the Rise of PR

Capa
Harper Collins, 17/03/2009 - 320 páginas
4 Críticas

Bestselling 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

  • 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.

 

Opinião das pessoas - Escrever uma crítica

LibraryThing Review

Procura do Utilizador  - JBD1 - LibraryThing

While 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 Verdict

The 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
Direitos de autor

Outras edições - Ver tudo

The Fall of Advertising and the Rise of PR
Al Ries,Laura Ries
Pré-visualização indisponível - 2009
The Fall of Advertising and the Rise of PR
Al Ries,Laura Ries
Pré-visualização indisponível - 2004

Palavras e frases frequentes

adver advertising agency advertising program already America attention automobile average awards became become beer believe better brand Budweiser build called campaign Chevrolet client Coca-Cola consumers corporate cost course create creative credibility customers don’t drink effective establish everything Exactly example famous Ford function going idea important increase industry It’s launch line extension look magazine marketing means Microsoft million mind motivating Motors move never once painting percent person position powerful problem promote prospects public relations recent remember role sell single sold spend spent story strategy successful Sure talk television thing tising true trying turn Wal-Mart What’s York

Acerca do autor (2009)

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

Informação bibliográfica

QR code for The Fall of Advertising and the Rise of PR
TítuloThe Fall of Advertising and the Rise of PR
AutoresAl Ries, Laura Ries
EditoraHarper Collins, 2009
ISBN0061742732, 9780061742736
Número de páginas320 páginas
  
Exportar citaçãoBiBTeX EndNote RefMan