图书标签: PR Marketing 广告营销 商业 ADV
发表于2024-11-26
The Fall of Advertising and the Rise of PR pdf epub mobi txt 电子书 下载 2024
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Book Description
Reveals a shift in marketing trends from advertising to publicity, citing the successes of such top brands as the Body Shop, Starbucks, and Wal-Mart while sharing strategies on establishing credibility and implementing a slow PR build.
Amazon.com
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
From Publishers Weekly
Marketing strategists Ries and Ries spend all 320 pages of their latest book arguing one point: skillful public relations is what sells, not advertising. Case in point: the failure of Pets.com's sock puppet ads. However, in a chapter devoted to dot-com advertising excesses, the authors never mention that many dot-coms had miserable business plans and neophyte management. (The Rieses may be counting on the sock puppet to sell another commodity, as a deflated sock puppet dominates the book's jacket.) Today, most small companies aren't bloated with venture capital to buy TV ads, yet the book has little practical advice on how these companies' executives should use public relations, particularly PR's most important role: crisis control. Some readers might resent paying $24.95 for what amounts to an advertisement for pricey PR consulting firms like Ries & Ries. The authors frequently poke fun at the most outrageous TV ads of recent years, paralleling Sergio Zyman's The End of Advertising As We Know It (reviewed above), a more thoughtful critique of current advertising trends. The inherent flaw in the Rieses' logic: time and again they cite ad campaigns for new products that are "off message" and then say how much sales declined; this supports the notion that products and services are sold by good advertising. Although their book is occasionally entertaining, the argument is simplistic and self-serving. Illus.
Publisher Comments :
World-renowned marketing strategists and bestselling authors Al and Laura Ries usher in 'The Public Relations Era', dramatising the fall of advertising and subsequent rise of PR.
Publicity first, advertising second: this is the provocative message that marketing gurus Al and Laura Ries deliver with The Fall of Advertising. The bestselling authors of The 22 Immutable Laws of Branding are back, this time revealing a startling and crucial development in marketing, the shift from advertising-oriented marketing to PR-oriented marketing. Today's brands are born with publicity, not advertising. A closer look at the history of many major brands shows this to be true. In fact an astonishing number of brands, including The Body Shop, Starbucks, Wal-Mart, Beanie Babies, Oracle and Yahoo!, have been built with virtually no advertising. With case histories and a step-by-step plan for creating buzz in the PR era, The Fall of Advertising shows readers how to:
* Give up the cherished big-bang approach in favour of a slow build-up;
* Create a category;
* Use PR to communicate a brand's credentials;
* Select the perfect spokesperson;
* Roll out a program;
* Develop a healthy relationship with the media.
Bold and accessible, The Fall of Advertising tells how and why publicity will assume the major role in product launches, with advertising solidifying brands rather than creating them. This will be the essential primer on brand-building in the public relations era.
From Booklist
Marketing guru Ries and his consulting partner set out to convince us of the need for a shift from advertising-oriented marketing to public relations-oriented marketing. While advertising has long been the primary communication tool for reaching the consumer and is the focus of many corporate budgets, the authors recommend that any new marketing program should start with publicity and use advertising only when PR objectives have been achieved. The first three parts of the book trace the fall of advertising, the rise of PR, and the new role for advertising; part four outlines the differences between advertising and PR; and the final section offers advice on both approaches to the marketplace. This is a persuasive presentation by a respected marketing expert. Those who take issue with the Ries' arguments will compete with them in the consulting arena and perhaps write a book offering different views.
Mary Whaley
From Library Journal
The father-and-daughter authors who previously collaborated on The 22 Immutable Laws of Branding here attempt to explain the difference between advertising and public relations, arguing that PR should be used instead of advertising to launch new brands. Once a brand is established, advertising may then be used to maintain the brand in the consumer's mind. The book is arranged in four chapters, with the first chapter describing the "fall of advertising" and offering examples of failed campaigns such as those for New Coke and Pets.com. Subsequent chapters describe the rise of PR and its effective use by brands like Sony PlayStation and Red Bull, tout the new role advertising can play in maintaining brands, and attempt to finally differentiate between advertising and PR. Throughout, the authors' mantra is "advertising failed, PR would have worked," but they never fully explain how and why PR would have been more successful for the companies and the brands used as examples. An optional purchase for corporate and academic libraries.
Stacey Marien, American Univ. Lib., Washington, DC
About Author
Al Ries and his daughter and partner, Laura Ries, are two of the world's best-known marketing consultants. Their Atlanta firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and, most recently, The Fall of Advertising & the Rise of PR, which was a Wall Street Journal and BusinessWeek bestseller.
Book Dimension:
length: (cm)20.5 width:(cm)13
一本期望竞争对手不要看到的书
评分一本期望竞争对手不要看到的书
评分一本期望竞争对手不要看到的书
评分一本期望竞争对手不要看到的书
评分一本期望竞争对手不要看到的书
布帘狂舞,窗外已是风雨大作。我在宛如末世黄昏的幽暗中写下这个矫情的标题,心中却还算有些想法。刚读过的这本书英文名字The Fall of Advertising & The Rise of PR,直译乃是“广告的没落和公关的兴起”,较中文译名“公关第一,广告第二”更具有动态的预言意味。在阐述...
评分个人觉得,此书对一个广告学生(暂未从业)有两点比较具有冲击力: 1~公关应该是第一位,因为它创造品牌。广告则是第二位,功能是维护品牌。 2~广告不应强调创意,那样只能让人记住广告,对产品销售利益不大。公关则应强调创意,那样才有媒体愿意报道。 ...
评分难以想象这是一位大师的著作。尽管这位“大师”引经据典的,举了很多例子,说明了广告正在衰落;甚至说,对于当下广告作为打造品牌的手段是无用的,我仍然觉得它是那么的苍白无力。 到了第二部分,我本想看看他是如何讲解进行公关,以及一些注意事项的。...
评分迄今为止的营销的成功都是公共关系的成功,而不是广告的成功。举公关案例额:一些例子:Starbucks, The Body Shop,Viagra,Amazon.com,Yahoo!,eBay,Palm, PlayStation,Harry Potter, Botox, Red Bull, Microsoft, Intel, 以及 BlackBerry. 在药品领域,Viagra, Prozac, ...
评分The Fall of Advertising and the Rise of PR pdf epub mobi txt 电子书 下载 2024