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The fall of advertising and the rise of PR

Author: Al Ries; Laura Ries
Publisher: New York : HarperBusiness, 2004, ©2002.
Edition/Format:   Print book : English : 1st HarperBusiness pbk. edView all editions and formats
Summary:
Reveals a shift in marketing trends from advertising to publicity, citing the successes of such top brands as the Body Shop, Starbucks, and Wal-Mart, while sharing strategies on establishing credibility and implementing a slow PR build.
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Document Type: Book
All Authors / Contributors: Al Ries; Laura Ries
ISBN: 0060081996 9780060081997
OCLC Number: 55504638
Notes: Reprint. Originally published: ©2002.
Includes index.
Description: xxi, 295 pages : illustrations ; 21 cm
Contents: Part One: 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 Two: 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 --
Part Three: A new role for advertising --
Maintaining the brand --
Keeping on course --
Firing on all cylinders --
Part Four: 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 Five: Postscripts --
P.S. for management --
P.S. for advertising --
P.S. for PR.
Responsibility: Al Ries and Laura Ries.

Abstract:

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  Read more...

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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, Read more...

 
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