The Fall of Advertising and the Rise of PR. - Hardcover

Ries, Al; Ries, Laura

Hardcover

ISBN 10: 0060081988 ISBN 13: 9780060081980

Publisher: HarperBusiness, 2002

Synopsis

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 this title

Review

The Rieses don’t expect brand advertising to go away, but argue that it should be reserved for promoting mature brands (Harvard Business Review)

“The book makes a plausible case in an engaging, example-rich style.” (Harvard Business Review)

Synopsis

Publicity first, advertising second: This is the provocative message that marketing gurus Al and Laura Ries deliver with THE FALL OF ADVERTISING. The bestselling authors of THE 22 IMMUTABLE LAWS OF BRANDING are back, this time revealing a startling and crucial development in marketing, the shift from advertising-oriented marketing to PR-oriented marketing. Today's brands are born with publicity, not advertising. A closer look at the history of many major brands shows this to be true. In fact an astonishing number of brands, including the Body Shop, Starbucks, Wal-Mart, Beanie Babies, Oracle and Yahool, have been built with virtually no advertising. With case histories and a step-by-step plan for creating buzz in the PR era, THE FALL OF ADVERTISING shows readers how to: *Give up the cherished big-bang approach in favour of a slow build-up *Create a category *Use PR to communicate a brand's credentials *Select the perfect spokesperson *Roll out a programme *Develop a healthy relationship with the media Bold and accessible, THE FALL OF ADVERTISING tells how and why publicity will assume the major role in product launches, with advertising solidifying brands rather than creating them.

This will be the essential primer on brand-building in the public relations era.

Edition details

• Publisher: HarperBusiness
• Publication date: 2002
• Language: English
• ISBN 10: 0060081988
• ISBN 13: 9780060081980
• Binding: Hardcover
• Edition number: 1
• Number of pages: 300