The Fall of Advertising and the Rise of PR

Harper Collins, 17/03/2009 - 320 páginas

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.

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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 - 2002

Palavras e frases frequentes

Accenture adver Advertising Age advertising agency advertising campaign advertising messages advertising program advertising’s Altoids Amazon art form automobile average awards become beer big advertising brand building brand name brand with advertising Bud Light Budweiser build a brand Bunny can’t Chevrolet client Coca-Cola company’s consumers Coors corporate create creative credibility dotcom drink Fahrvergnügen famous Ford function going H&R Block idea industry Internet Joe Isuzu Kmart launch line extension look magazine McDonald’s Microsoft million Motors Nike Nissan Oldsmobile painting Papa John’s percent personal computer Pets.com pizza position PR program problem product or service prospect’s mind prospects public relations publicity potential Red Bull role sell Sock Puppet spend spent story strategy successful Taco Bell talk value television commercials There’s thing tising trying TV commercials Value America vodka Volkswagen Volvo Wal-Mart Whassup What’s Whitestrips

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.

Informação bibliográfica

QR code for The Fall of Advertising and the Rise of PR

Título	The Fall of Advertising and the Rise of PR
Autores	Al Ries, Laura Ries
Editora	Harper Collins, 2009
ISBN	0061742732, 9780061742736
Número de páginas	320 páginas

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