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In The Fall of Advertising and the Rise of PR, longtime marketing strategist Al Ries and his daughter/business partner Laura Ries offer solid arguments championing the latter over the former for modern-day brand building. Such a stance is hardly new for these two, who have jointly, individually, and with others written eight previous books on related topics since Al penned The Positioning Era Cometh for Advertising Age some three decades ago. What's fresh this time is the dissection of contemporary corporate hits--like Starbucks, Botox, eBay, and even Harry Potter--that have eschewed traditional advertising and nevertheless soared to the top through the savvy use of public relations. The authors spend the first part of the book discussing how advertising lost credibility among consumers as it became more of a creative art than a sales tool, and the second part showing how PR subsequently supplanted it in effectiveness. Using the above examples and others, they explain how such practices can work in various situations (building a new brand, rebuilding an old one, dealing with line extensions, etc.), as well as ways advertising can still be usefully employed (primarily to maintain a brand and "keep it on course"). The result is both provocative and practical. --Howard RothmanBestselling 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 favour 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.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. Al Ries is one of the world's best-known marketing strategists. He is also the bestselling coauthor of Positioning and along with his partner and daughter, Laura Ries, of The 22 Immutable Laws of Branding. Their Atlanta consulting firm, Ries & Ries, works with many Fortune 500 companies. For more information, visit www.ries.com."
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