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Al Ries, Laura Ries

The Fall of Advertising and the Rise of PR

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ISBN: 0060081988
Издательство: Collins
Год издания: 2002
Страниц: 320
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...