The Fall of Advertising and the Rise of PR

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9780060081997: The Fall of Advertising and the Rise of PR

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.

"synopsis" may belong to another edition of this title.

Product Description:

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.

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)

"About this title" may belong to another edition of this title.

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Book Description HarperCollins Publishers Inc. Paperback. Book Condition: new. BRAND NEW, The Fall of Advertising and the Rise of PR, Laura Ries, Al Ries, 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. Bookseller Inventory # B9780060081997

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Book Description HarperCollins Publishers Inc, United States, 2004. Paperback. Book Condition: New. Reprint. 201 x 135 mm. Language: English . Brand New Book. 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. Bookseller Inventory # AAS9780060081997

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Book Description HarperCollins Publishers Inc, United States, 2004. Paperback. Book Condition: New. Reprint. 201 x 135 mm. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. 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. Bookseller Inventory # BZE9780060081997

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