The Fall of Advertising and the Rise of PR
| Author | : | |
| Rating | : | 4.64 (911 Votes) |
| Asin | : | 0060081996 |
| Format Type | : | paperback |
| Number of Pages | : | 320 Pages |
| Publish Date | : | 2015-05-18 |
| Language | : | English |
DESCRIPTION:
The result is both provocative and practical. 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. --Howard Rothman. 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. T
Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. 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 Adver
"More of the same" according to Tom McCuin. "The Fall of Advertising and the Rise of PR," the 2002 offering from marketing experts Al and Laura Ries, is not a bad book for young entrepreneurs looking for simple advice on promoting a startup. As a serious business text, it falls far short.The Rieses promise a new angle on their tried-and-true formula. Disappointingly, "The Fall of Advertising" is just a rehash of earlier work that reduces the field of public re. Alexander Hinojosa said I'm glad I bought it used. Where to start. There are so many overwhelming obvious ineptitude's in this book it is amazing. The two writers of this book have cherry picked examples of bad marketing strategies and try to argue that good PR could have saved bad products or ideas. I find the most amusing part of this book to be examples the authors use of their "good ideas" which are usually terrible.It is also painfully obvious the writers have n. "The role of PR vs advertising" according to Andrew Everett. The thesis is that PR is needed to launch a brand and establish its identity; advertising is for maintaining an existing brand's position. The reason is that advertising has no credibility, so it can only remind people of what they already believe.Huge sums of money are spent on advertising campaigns with a poor track record of return on investment. The authors cite multiple examples in which award-winning advertisin