Further Details

Title: The Fall of Advertising and the Rise of PR
Condition: New
Author: Al Ries, Laura Ries
Format: Paperback
ISBN-10: 0060081996
EAN: 9780060081997
ISBN: 9780060081997
Publisher: Harper Business
Genre: Business & Finance
Release Date: 07/10/2004
Description: 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.
Language: English
Country/Region of Manufacture: US
Item Height: 203mm
Item Length: 135mm
Item Width: 18mm
Item Weight: 249g
Release Year: 2004

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