Fall of Advertising and the Rise of PR

ISBN-10: 0060081996
ISBN-13: 9780060081997
Edition: 2004
Authors: Al Ries, Laura Ries
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Description: World-renowned marketing strategists and bestselling authors Al and Laura Ries usher in 'The Public Relations Era', dramatising the fall of advertising and subsequent rise of PR. Publicity first, advertising second: this is the provocative  More...

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Book details

List price: $14.99
Copyright year: 2004
Publisher: HarperCollins Publishers
Publication date: 5/11/2004
Binding: Paperback
Pages: 320
Size: 5.50" wide x 8.00" long x 1.00" tall
Weight: 0.594
Language: English

World-renowned marketing strategists and bestselling authors Al and Laura Ries usher in 'The Public Relations Era', dramatising the fall of advertising and subsequent rise of PR. 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 Yahoo!, 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 program; 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.

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

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