The Fall of Advertising and the Rise of PR
Publication Date: May 2004
Other Editions of This Title: Hardcover
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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.
Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.
The Rieses don’t expect brand advertising to go away, but argue that it should be reserved for promoting mature brands
-Harvard Business Review
“The book makes a plausible case in an engaging, example-rich style.”
-Harvard Business Review
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