The Fall of Advertising and the Rise of PRHarper Collins, 17 mar. 2009 - 320 pagini 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
Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down. |
Cuprins
| 3 | |
| 15 | |
Advertising and Creativity | 23 |
Advertising and Awards | 33 |
Advertising and Awareness | 43 |
Advertising and Sales | 49 |
Advertising and the Dotcoms | 61 |
Advertising and Credibility | 73 |
Keeping On Course | 211 |
Firing On All Cylinders | 223 |
PART FOUR The Differences Between Advertising and | 237 |
Advertising Is the Wind PR Is the Sun | 239 |
Advertising Is Spatial PR Is Linear | 241 |
Advertising Uses the Big Bang PR Uses the Slow Buildup | 243 |
Advertising Is Visual PR Is Verbal | 245 |
Advertising Reaches Everybody PR Reaches Somebody | 247 |
The Search for Alternatives | 81 |
PART TWO The Rise of | 87 |
The Power of a Third Party | 89 |
Building a New Brand with PR | 97 |
Rebuilding an Old Brand with PR | 119 |
Establishing Your Credentials | 127 |
Rolling Out Your Brand | 133 |
Building an Educational Brand | 143 |
Building a Geographic Brand | 149 |
Building a Booze Brand | 157 |
The Missing Ingredient | 163 |
Dealing with Line Extensions | 171 |
Dealing with Names | 183 |
PART THREE A New Role for Advertising | 195 |
Maintaining the Brand | 197 |
Advertising Is SelfDirected PR Is OtherDirected | 249 |
Advertising Dies PR Lives | 251 |
Advertising Is Expensive PR Is Inexpensive | 253 |
Advertising Favors Line Extensions PR Favors | 255 |
Advertising Likes Old Names PR Likes New Names | 257 |
Advertising Is Funny PR Is Serious | 259 |
Advertising Is Uncreative PR Is Creative | 261 |
Advertising Is Incredible PR Is Credible | 263 |
Advertising Is Brand Maintenance PR Is Brand Building | 265 |
PART FIVE Postscripts | 267 |
P S for Management | 269 |
P S for Advertising | 273 |
P S for PR | 277 |
Index | 281 |
Alte ediții - Afișează-le pe toate
The Fall of Advertising and the Rise of PR Al Ries,Laura Ries Nu există previzualizare disponibilă - 2009 |
The Fall of Advertising and the Rise of PR Al Ries,Laura Ries Nu există previzualizare disponibilă - 2004 |
Termeni și expresii frecvente
AARP Accenture adver Advertising Age advertising agency advertising campaign advertising program advertising’s Altoids Amazon automobile awards beer brand building brand name brand with advertising Budweiser build a brand called Chevrolet client Coca-Cola Coke company’s consumers Coors corporate create creative credentials credibility dotcom drink drug Fahrvergnügen famous function Gatorade going H&R Block idea industry Internet Isuzu Joe Isuzu Kmart launch leadership Lexus line extension look magazine Microsoft million Motors Nike Nissan Oldsmobile Papa John's percent personal computer Pets.com pizza position PR program problem product or service prospect’s mind prospects public relations publicity potential Red Bull role Segway sell sold spend spent spokesperson story strategy success television commercials thing tising trying TV commercials Value America Viagra vodka Volkswagen Volvo Wal-Mart Wall Street Journal Whassup What’s Whitestrips wine word Xerox Zara