PORTO-
FREI

Fall of Advertising and the Rise of PR, The

von Ries, Al   (Autor)

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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Produktbeschreibung

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. 

Kritik

The Rieses don't expect brand advertising to go away, but argue that it should be reserved for promoting mature brands Harvard Business Review 

Mehr vom Verlag:

HarperBusiness

Mehr vom Autor:

Ries, Al

Produktdetails

Medium: Buch
Format: Kartoniert
Seiten: 320
Sprache: Englisch
Erschienen: Mai 2004
Auflage: Harperbusiness.
Maße: 203 x 133 mm
Gewicht: 383 g
ISBN-10: 0060081996
ISBN-13: 9780060081997

Bestell-Nr.: 1068273 
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P_ABB: black & white illustrations
KNOABBVERMERK: 2004. 320 S. w. ill. 8 in
Einband: Kartoniert
Auflage: Harperbusiness.
Sprache: Englisch
Beilage(n): Paperback

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