The Fall of Advertising and the Rise of PR Paperback - 2004
by Al Ries; Laura Ries
World-renowned marketing strategists and bestselling authors Al and Laura Ries usher in "The Public Relations Era," dramatizing the dominance of PR over advertising.
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First line
From the rear cover
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.
Details
- Title The Fall of Advertising and the Rise of PR
- Author Al Ries; Laura Ries
- Binding Paperback
- Edition Edition Unstated
- Pages 295
- Volumes 1
- Language ENG
- Publisher Harper Business, New York, New York, U.S.A.
- Publication date 2004-05-11
- Illustrated Yes
- Features Illustrated, Index, Table of Contents
- ISBN 9780060081997 / 0060081996
- Weight 0.6 lbs (0.27 kg)
- Dimensions 8 x 5.34 x 0.8 in (20.32 x 13.56 x 2.03 cm)
- Category Business / Economics / Finance
- Library of Congress subjects Advertising, Brand name products
- Library of Congress Catalogue Number 2002023294
- Dewey Decimal Code 659
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The Fall of Advertising and the Rise of PR: How Publicity and Credibility Build Modern Brands Better Than Traditional Marketing
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