The Fall of Advertising and the Rise of PR
by Al Ries, Laura Ries
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Description
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 show more 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. show lessTags
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Member Reviews
While quite (and sometimes laughably) dated more than ten years after publication, this is still at least a somewhat relevant book, although today "social media" has replaced "PR" as the dominant form of "soft advertising."
Some of the examples included here seem absolutely ridiculous now, and I have to say I'm not overly impressed with some of the strategies these authors have put forth as serious suggestions (i.e. changing the names of Guatemala to Guatamaya, and Cuzco to La Ciudad de las Incas, in order to attract more tourists). But the book does lay out a strategy that was in the early 2000s widely embraced, before Facebook and Twitter-style social media took hold.
A bit too full of bullet-points and unsupported anecdotal show more suggestions for my taste, but interesting as an artifact of a particular moment. show less
Some of the examples included here seem absolutely ridiculous now, and I have to say I'm not overly impressed with some of the strategies these authors have put forth as serious suggestions (i.e. changing the names of Guatemala to Guatamaya, and Cuzco to La Ciudad de las Incas, in order to attract more tourists). But the book does lay out a strategy that was in the early 2000s widely embraced, before Facebook and Twitter-style social media took hold.
A bit too full of bullet-points and unsupported anecdotal show more suggestions for my taste, but interesting as an artifact of a particular moment. show less
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Common Knowledge
- Original title
- The fall of advertising and the rise of PR
- Original publication date
- 2002
Classifications
Statistics
- Members
- 225
- Popularity
- 143,396
- Reviews
- 1
- Rating
- (3.48)
- Languages
- English, German, Portuguese, Spanish
- Media
- Paper, Ebook
- ISBNs
- 10
- ASINs
- 2
