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Binding: Paperback
Dewey Decimal Number: 659
EAN: 9780060081997
ISBN: 0060081996
Label: Collins Business
Manufacturer: Collins Business
Number Of Items: 1
Number Of Pages: 320
Publication Date: May 01, 2004
Publisher: Collins Business
Release Date: May 11, 2004
Studio: Collins Business

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Editorial Review:

Amazon.com Review:
In The Fall of Advertising and the Rise of PR, longtime marketing strategist Al Ries and his daughter/business partner Laura Ries offer solid arguments championing the latter over the former for modern-day brand building. Such a stance is hardly new for these two, who have jointly, individually, and with others written eight previous books on related topics since Al penned The Positioning Era Cometh for Advertising Age some three decades ago. What's fresh this time is the dissection of contemporary corporate hits--like Starbucks, Botox, eBay, and even Harry Potter--that have eschewed traditional advertising and nevertheless soared to the top through the savvy use of public relations. The authors spend the first part of the book discussing how advertising lost credibility among consumers as it became more of a creative art than a sales tool, and the second part showing how PR subsequently supplanted it in effectiveness. Using the above examples and others, they explain how such practices can work in various situations (building a new brand, rebuilding an old one, dealing with line extensions, etc.), as well as ways advertising can still be usefully employed (primarily to maintain a brand and "keep it on course"). The result is both provocative and practical. --Howard Rothman

Product 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.






Rating: - Don't know what everyone's problem is
Most of these reviews are acting like this book killed their dog. Settle down people.

It's not about how to do PR. You should be able to tell that from the title. It's about how advertising fails, mainly on the basis of establishing a brand. With so much skepticism in the market today, you can't just throw a bunch of advertising out there. People don't trust it anymore. The best way, but not the easiest, it to get them to talk about it themselves. Then you support those talks with advertising ... Read More

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Rating: - Excellent review of PR vs. Advertising
I am currently writing my thesis on the role of PR in the communication of luxury brands, and have a whole chapter on how PR has taken over the market that was previously held by advertising and marketing. I have found this book to be extremely helpful, full of real life examples and it is extremely easy to read. It was so good I couldn't put it down, and finished it overnight. For anyone who is not familiar with the area or for experts who have worked in the area for years, this book is an excellent read, ... Read More

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Rating: - The role of PR vs advertising
The Fall of Advertising and The Rise of PR is a well-argued case on the role of PR versus the role of advertising in brand marketing. The thesis is that PR is needed to launch a brand and establish its identity; advertising is for maintaining an existing brand's position. The reason is that advertising has no credibility, so it can only remind people of what they already believe.

Huge sums of money are spent on advertising campaigns with a poor track record of return on investment. The authors ... Read More

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Rating: - The ultimate resposibility of advertising IS PR
In the surmountable aspect of Public Relation, no other device is poorly used, yet has the potential for greatness than Advertising. Advertising is, in all points of fairness, an extenstion of Public Relation... a broad yet clear message of what the company is, what the company sells, and what the company can offer you.

For these schmucks to ever think that advertising is not an extension of PR, or to think that it is not useful and "dead", shows how much they actually know about the business of Marketing. ... Read More

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Rating: - Makes one point over and over, but it's a good point
Al and Laura Ries, iconoclasts of the advertising industry, really have only one point here -- advertising is inherently not credible because it emanates from the source of the product or service, while "PR," their term for placements in the media, is inherently credible because it comes from a disinterested third party. As a public relations practitioner, I think their point is a generally valid one, and I find it truly astonishing that businesses spent 58 times as much on advertising than on PR in a recent year. It's ... Read More

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