Fall of Advertis and Rise of PR

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.
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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
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