The Fall of Advertising & the Rise of PR

Al Ries, Laura Ries

Publisher: HarperCollins, 2002 , 295 pages

ISBN: 0-06-008198-8

Synopsis:

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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.

Table of Contents:

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• Introduction
• PART ONE: The Fall of Advertising
1. Advertising and Car Salesmen
2. Advertising and Art
3. Advertising and Creativity
4. Advertising and Awards
5. Advertising and Awareness
6. Advertising and Sales
7. Advertising and the Dotcoms
8. Advertising and Credibility
9. The Search for Alternatives
• PART TWO: The Rise of PR
10. The Power of a Third Party
11. Building a New Brand with PR
12. Rebuilding an Old Brand with PR
13. Establishing Your Credentials
14. Rolling Out Your Brand
15. Building an Educational Brand
16. Building a Geographic Brand
17. Building a Booze Brand
18. The Missing Ingredient
19. Dealing with Line Extensions
20. Dealing with Names
• PART THREE: A New Role for Advertising
21. Maintaining the Brand
22. Keeping On Course
23. Firing On All Cylinders
• PART FOUR: The Differences Between Advertising and PR
1. Advertising Is the Wind. PR Is the Sun
2. Advertising Is Spatial. PR Is Linear
3. Advertising Uses the Big Bang. PR Uses the Slow Buildup
4. Advertising Is Visual. PR Is Verbal
5. Advertising Reaches Everybody. PR Reaches Somebody
6. Advertising Is Self-Directed. PR Is Other-Directed
7. Advertising Dies. PR Lives
8. Advertising Is Expensive. PR Is Inexpensive
9. Advertising Favers Line Extension. PR Favers New Brands
10. Advertising Likes Old Names. PR Favors New Brands
11. Advertising Is Funny. PR Is Serious
12. Advertising Is Uncreative. PR Is Creative
13. Advertising Is Incredible. PR Is Credible
14. Advertising Is Brand Maintenance. PR Is Building
    
• PART FIVE: Postscripts
• P.S for Management
• P.S for Advertising 
• P.S for PR