Ogilvy on AdvertisingOgilvy, David
9780060081980
The Fall of Advertising and the Rise of Pr
Al Ries; Laura Ries
ISBN 10: 0060081988 / 0-06-008198-8
ISBN 13: 9780060081980
Publisher: Harperbusiness
Publication Date: 2002
Binding: Hardcover
ISBN 13: 9780060081980
Publisher: Harperbusiness
Publication Date: 2002
Binding: Hardcover
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Editorial Reviews:
Synopsis:
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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The Fall of Advertising and the Rise of PR (ISBN: 0060081988 / 0-06-008198-8) Ries, Al;Ries, Laura Quantity Available: 1
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Book Description: HarperBusiness, 2002. Hardcover. Book Condition: New. 149mm x 27mm x 217mm. Two marketing gurus reveal a new development in marketing: today's brands are built with publicity, not advertising. This book shows why advertising fails to establish credibility while good PR succeeds, and why advertising should only be used to maintain brands once they have been established—by publicity. Illustrations. 320 pages. Bookseller Inventory # S9119064 Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question |
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