The Fall of Advertising and the Rise of PR pdf epub mobi txt 电子书下载 2025

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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.

出版者:HarperBusiness

作者:Al Ries

出品人:

页数:320

译者:

出版时间:2002-8-20

价格:USD 24.95

装帧:Hardcover

isbn号码:9780060081980

丛书系列:

图书标签:

PR
Advertising
广告
公共关系
marketing
里斯
营销
PR-AD-MKT

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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.

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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...

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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。 ...

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刚才看到其他网友的评价，褒贬不一，踩这本书的成为了主流其实我自己很是觉得这本书不错的基本上就是这么一回事广告的衰落已经成为一种趋势这在美国（这个广告业占GDP2点多的国家）表现的尤为明显。广告已经无法塑造品牌，因为广告不具有可信度，即使它再有创意，人们看...

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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, ...