图书标签: PR Advertising 广告 公共关系 marketing 里斯 营销 PR-AD-MKT
发表于2025-03-04
The Fall of Advertising and the Rise of PR pdf epub mobi txt 电子书 下载 2025
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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.
浅显易懂
评分呵呵。。。用来写book review...
评分有点矫枉过正。个别观点可取。
评分公关第一,广告第二。
评分1、各种标题党;2、翻译烂得直追我翻的那本书
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...
评分如果不是知道作者还写过一本《定位》,我是不会去翻这本六年前的古董的。 在《定位》中,作者把“人人心中有,人人笔下无”的抽象感觉,总结成可以指导具体操作的营销理念,这是一种深刻的洞察。基于对这种洞察力的钦佩和认可,我从同事手中借来这本《公关第一,广告第二》。 ...
评分布帘狂舞,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, ...
The Fall of Advertising and the Rise of PR pdf epub mobi txt 电子书 下载 2025