Synopsis
Reveals a shift in marketing trends from advertising to publicity, citing the successes of such top brands as the Body Shop, Starbucks, and Wal-Mart while sharing strategies on establishing credibility and implementing a slow PR build.
"synopsis" may belong to another edition of 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."About this title" may belong to another edition of this title.
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The Fall of Advertising and the Rise of PR
Published by
HarperCollins Publishers, 2002
ISBN 10: 0060081988
ISBN 13: 9780060081980
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The Fall of Advertising and the Rise of PR
Published by
HarperCollins Publishers, 2002
ISBN 10: 0060081988
ISBN 13: 9780060081980
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First Edition
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The Fall of Advertising and the Rise of PR
Published by
HarperCollins Publishers, 2002
ISBN 10: 0060081988
ISBN 13: 9780060081980
Used
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Seller: Better World Books, Mishawaka, IN, U.S.A.
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