ISBN: 0060081996
Godina izdanja: 2004
Jezik: Engleski
Oblast: Marketing
Autor: Strani

Al Ries, Laura Ries - The Fall of Advertising and the Rise of PR
Harper Business, 2004
295 str.
meki povez
stanje: dobro

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.

Table of Contents
PART 1 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

PART 2 The Rise Of PR
* The Power Of A Third Party * Building A New Brand With PR * Rebuilding And 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

PART 3 A New Role For Advertising
* Maintaining The Brand * Keeping On Course * Firing On All Cylinders

PART 4 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

PART 5 Postscripts
P.S. For Management
P.S. For Advertising
P.S. For PR
Index


Nonfiction, Marketing, 0060081996