图书标签: PR Advertising 广告 公共关系 marketing 里斯 营销 PR-AD-MKT
发表于2024-10-03
The Fall of Advertising and the Rise of PR pdf epub mobi txt 电子书 下载 2024
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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 Yahool, 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 programme *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.
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.
Copyright 2002 Cahners Business Information, Inc.
有她的论点,可是总是重复那一点啊好像 就是书名
评分公关第一,广告第二。
评分用一些数据和例子来证实大家都明白的发展的道理
评分有她的论点,可是总是重复那一点啊好像 就是书名
评分有点矫枉过正。个别观点可取。
入门书,畅销书往往只说1个观点+n个事实。当然事实跟数据一样重要。此书也算巨大的软文了,好给PR长脸阿,PR应该好好YY下广告落寞的时代哈,只是YY。因为在我看来广告只不过从狭义变到了广义。 简摘: 1.广告是风,爆炸式的,公关是太阳,缓慢式的。 2.公关是线性的,侧重讲...
评分入门书,畅销书往往只说1个观点+n个事实。当然事实跟数据一样重要。此书也算巨大的软文了,好给PR长脸阿,PR应该好好YY下广告落寞的时代哈,只是YY。因为在我看来广告只不过从狭义变到了广义。 简摘: 1.广告是风,爆炸式的,公关是太阳,缓慢式的。 2.公关是线性的,侧重讲...
评分入门书,畅销书往往只说1个观点+n个事实。当然事实跟数据一样重要。此书也算巨大的软文了,好给PR长脸阿,PR应该好好YY下广告落寞的时代哈,只是YY。因为在我看来广告只不过从狭义变到了广义。 简摘: 1.广告是风,爆炸式的,公关是太阳,缓慢式的。 2.公关是线性的,侧重讲...
评分下午没事做在公司的书库里找书看 看到这老头和他女儿写的书,还蛮新的,便拿来读 还以为能有什么公关的成功案例和经验之谈来分享一下 谁知道通篇整本书都在讲广告怎么怎么要消亡 公关怎么怎么非代替广告不可 然后是大量举例论证 证明了整本书 妈呀~ 是故意炒作还是这老头跟...
The Fall of Advertising and the Rise of PR pdf epub mobi txt 电子书 下载 2024