The Fall of Advertising and the Rise of PR - Couverture souple

Ries, Al

Couverture souple

ISBN 10 : 0060081996 ISBN 13 : 9780060081997

Editeur : HarperBusiness, 2004

Synopsis

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.

A propos du livre

À propos de l?auteur

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

À propos de la quatrième de couverture

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.

Détails de l'édition

• Éditeur: HarperBusiness
• Date d'édition: 2004
• Langue: anglais
• ISBN 10: 0060081996
• ISBN 13: 9780060081997
• Reliure: Broché
• Nombre de pages: 320
• Coordonnées du fabricant: non disponible
• Personne responsable: HarperCollins Publishers Ireland; enquiries@harpercollins.ie; ; Macken House, 39/40 Mayor Street Upper; Dublin 1; D01 C9W8; Irlande