ISBN 9780060081980 | 0060081988 Textbooks - "The Fall of Advertising and the Rise of PR" by Al Ries Al Laura Ries Laura Ries Al Ries Al Ries Laura Ries al and Laura Ries AlRies AL RIES LAURA RIES

Authors: Al Ries - Al - Laura Ries - Laura - Ries - Al; Ries - Al Ries; Laura Ries - al and Laura R…
ISBN 10: 0060081988
ISBN 13: 9780060081980
Edition: 1
Release: August 20, 2002
Format: Hardcover (320 pages)
List Price: $24.95
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List Price: $24.95

Tags: Business & Investing, Marketing & Sales, Advertising,

Book 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.

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The Fall of Advertising and the Rise of PR