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The Fall of Advertising and the Rise of PR
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Sales rank 282,145
Customers rating (based on 72 reviews)
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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.
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| Publisher | HarperBusiness | | Release date | 08/2002 | | Availability | Usually ships in 24 hours | | Edition | Hardcover |
| | List price | $24.95 | | Our price | $12.48 (you save 49.98%) | | Used price | from $0.01 |
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Tuning Out Ads?: Advertisements--and expensive TV spots in particular--are no longer the indispensable foundation of marketing (@ Business Week)
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 Branding, not advertising
I read this book first way back in 2006. When other business owners ask me for advise, I tell them to buy this book.
"Advertising is brand maintenance. PR is brand building."
How many advertising messages is the average person exposed to during an average day? ... guesses ranging up to five thousand per day.
...we tend to tune advertising messages out.
The goal of traditional advertising is not to make product famous. The goal of traditional advertising is to make the advertising famous.
Marketing does not exist to support manufacturing... Manufacturing exists to support marketing.
Advertising, like the Siegfried & Roy show, is incredible in the dictionary definition of the word: "not credible; unbelievable."
 Surprised the author's PR firm in Atlanta's still in business after writing this book.
I wanted to love this book. I expected to at least like this book. Turns out, it's the weakest, worst-written book I've read in over 10 years. It is a tribute to the authors' ongoing PR skills that this book did not destroy their credibility to the point of causing their business to fail.
Yes, it's that bad a book.
The authors' many industry columns and blog appear to have been written by different people than this book. There, the authors come off as smart, funny people who often make well-reasoned arguments supported by facts. Here, not so much.
Another reviewer suggested that this book was written solely to cause controversy and generate publicity for the authors' business. It's possible that the reviewer is correct. However, to me the book reads more like a simplistic, axe-grinding manifesto from someone who feels passed over and disrespected. I can't imagine many intelligent clients reading this book and then hiring the authors' company.
I am hopeful that the authors' other books are better. But steer clear of this one, it sucks.
 Redundant, redundant,reduntant...
This would have made an excellent article. As a book, it's a rip-off. I kept waiting for "the good part," which for me would have been the author's ideas on effective P.R. He convinced me of his basic premise, that advertising is a waste for establishing a brand. He did not tell me how to effectively use P.R. to do that.
Don't know what everyone's problem is
Most of these reviews are acting like this book killed their dog. Settle down people.
It's not about how to do PR. You should be able to tell that from the title. It's about how advertising fails, mainly on the basis of establishing a brand. With so much skepticism in the market today, you can't just throw a bunch of advertising out there. People don't trust it anymore. The best way, but not the easiest, it to get them to talk about it themselves. Then you support those talks with advertising to remind people of what they have already heard (he says that in the book, so quit acting like he thinks PR is the end-all, be-all). Your product needs to support those themes too. None of this flys without a product that stands up to the hype.
If nothing else, this book should just be read as a cautionary tale.
Excellent review of PR vs. Advertising
I am currently writing my thesis on the role of PR in the communication of luxury brands, and have a whole chapter on how PR has taken over the market that was previously held by advertising and marketing. I have found this book to be extremely helpful, full of real life examples and it is extremely easy to read. It was so good I couldn't put it down, and finished it overnight. For anyone who is not familiar with the area or for experts who have worked in the area for years, this book is an excellent read, very thorough and enlightening.
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