The Fall Of Advertising And The Rise Of Pr

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The Fall Of Advertising And The Rise Of Pr

by Al Ries, Laura Ries

HARPERCOLLINS PUBLISHERS | August 8, 2002 | Hardcover |

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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.

Format: Hardcover

Published: August 8, 2002

Publisher: HARPERCOLLINS PUBLISHERS

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0060081988

ISBN - 13: 9780060081980

Found in: Industrial

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– More About This Product –

The Fall Of Advertising And The Rise Of Pr

The Fall Of Advertising And The Rise Of Pr

by Al Ries, Laura Ries

Format: Hardcover

Published: August 8, 2002

Publisher: HARPERCOLLINS PUBLISHERS

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0060081988

ISBN - 13: 9780060081980

From the Publisher

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.

About the Author

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.

Editorial Reviews

“Al and Laura Ries offer powerful arguments as to why companies need to use more PR in the launch stage of products and save their advertising dollars to do maintenance work in the later stages.Whether or not you agree, you will find their arguments and illustrations stimulating and deserving of serious discussion in your company.” (Philip Kotler, Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University)
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