Fall of Advertis and Rise of PR

Name: Fall of Advertis and Rise of PR
Price: 2.87 USD
Availability: InStock
ISBN: 9780060081980

ISBN-10: 0060081988

ISBN-13: 9780060081980

Edition: 2002

Authors: Al Ries, Laura Ries

List price: $24.95

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Description:

Publicity first, advertising second is the provocative message of this book from marketing gurus Al and Laura Ries. The text includes case histories and a step-by-step plan for creating buzz in the PR era.

Book details

List price: $24.95
Copyright year: 2002
Publisher: HarperCollins Publishers
Publication date: 8/20/2002
Binding: Hardcover
Pages: 320
Size: 5.75" wide x 8.75" long x 1.25" tall
Weight: 1.100
Language: English



Introduction



The Fall of Advertising



Advertising and Car Salesmen



Advertising and Art



Advertising and Creativity



Advertising and Awards



Advertising and Awareness



Advertising and Sales



Advertising and the Dotcoms



Advertising and Credibility



The Search for Alternatives



The Rise of PR



The Power of a Third Party



Building a New Brand with PR



Rebuilding an Old Brand with PR



Establishing Your Credentials



Rolling Out Your Brand



Building an Educational Brand



Building a Geographic Brand



Building a Booze Brand



The Missing Ingredient



Dealing with Line Extensions



Dealing with Names



A New Role for Advertising



Maintaining the Brand



Keeping On Course



Firing On All Cylinders



The Differences Between Advertising and PR



Advertising Is the Wind. PR Is the Sun



Advertising Is Spatial. PR Is Linear



Advertising Uses the Big Bang. PR Uses the Slow Buildup



Advertising Is Visual. PR Is Verbal



Advertising Reaches Everybody. PR Reaches Somebody



Advertising Is Self-Directed. PR Is Other-Directed



Advertising Dies. PR Lives



Advertising Is Expensive. PR Is Inexpensive



Advertising Favors Line Extensions. PR Favors New Brands



Advertising Likes Old Names. PR Likes New Names



Advertising Is Funny. PR Is Serious



Advertising Is Uncreative. PR Is Creative



Advertising Is Incredible. PR Is Credible



Advertising Is Brand Maintenance. PR Is Brand Building



Postscripts


P.S. for Management


P.S. for Advertising


P.S. for PR


Index