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The Fall Of Advertising And The Rise O...
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The Fall Of Advertising And The Rise Of PR
(Paperback)
by
Al Ries
,Laura Ries
Publisher:
Harperbusiness (20040511)
Price:
Rs. 614
Rs. 567
Discount:
Rs. 47
(Prices are inclusive of all taxes)
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Book Summary of The Fall Of Advertising And The Rise Of PR
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
Bold and accessible, "The Fall of Advertising" is bound to turn the world of marketing upside down
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
Book Reviews of The Fall Of Advertising And The Rise Of PR
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1 review
PR Mastery
If you can get past the embarrasment of the hardsell of PR over advertising, this is a first rate read. PR is typically practiced in a rudimentary manner, largely limited to media engagement, driven by the need for a brand to be 'more visible' than competiton. The Fall Of ... vividly describes the true scope of PR. The examples are a joy. The style easy, and vastly entertaining. If you enjoyed Malcom Gladwell's Tipping Point, and wondered how to extend the ideas to the brands you work with, you'll love this book. A wake up call to PR professionals who get by with a superficial approach to brands they are supposed to steward. Advertising folks will do well to consider their disregard for the rigour attitudinal and behaviour change requires. Add to your shopping kart now!
0 of 0 users found this review helpful.
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Details of Book: The Fall Of Advertising And The Rise Of PR
| Book: | The Fall Of Advertising And The Rise Of PR |
| Author: | Al Ries, Laura Ries |
| ISBN: | 0060081996 |
| ISBN-13: | 9780060081997,978-0060081997 |
| Binding: | Paperback |
| Publishing Date: | 20040511 |
| Publisher: | Harperbusiness |
| Edition: | Reprint 4th Edition |
| Number of Pages: | 295 |
| Language: | English |
| Dimensions: | 8 x 5.34 x 0.8 inches |
| Format: | C-Size |
| Weight: | 272 grams |
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Book: The Fall Of Advertising And The Rise Of PR
by Al Ries, Laura Ries
ISBN Number: 0060081996, 9780060081997, 978-0060081997
ISBN Number: 0060081996, 9780060081997, 978-0060081997
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