The Fall of Advertising and the Rise of PR
| Price: |
$53.00 |
| On Sale: |
1/10/2002 |
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Formats:
Hardcover | Trade PB
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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. |
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Author Extras
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Critical Praise for
The Fall of Advertising and the Rise of PR
“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.”
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Philip Kotler, Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University
The Rieses don’t expect brand advertising to go away, but argue that it should be reserved for promoting mature brands
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Harvard Business Review
“The book makes a plausible case in an engaging, example-rich style.”
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Harvard Business Review
“With its provocative message, th[is] book is witty, fast-paced and easy to read”
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USA Today
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War in the Boardroom
Renowned business gurus Al and Laura Ries give a blow-by-blow account of the battle between management and marketing—and argue that the solution lies not in what we think but in how we think There's a reason why the marketing programs of the auto industry, the airline industry, and many...
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The Origin of Brands
What Charles Darwin did for biology, Al and Laura Ries do for branding. In their exciting new book, The Origin of Brands , the Rieses take Darwin's revolutionary idea of evolution and apply it to the branding process. What results is a new and strikingly effective strategy for creating innovative...
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