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Harper Business

Fall of Advertising and the Rise of PR

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Title: Fall of Advertising and the Rise of PR
Author: Ries, Al
ISBN: 9780060081980
Publisher: Harper Business
Published: 2002
Binding: Regular Hardback
Language: English
Condition: Used: Very Good
Clean, unmarked copy with some edge wear. Good binding. Dust jacket included if issued with one. We ship in recyclable American-made mailers. 100% money-back guarantee on all orders.

Economics and Business 1213585

Publisher 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.