Stock Image

The Fall of Advertising and the Rise of Pr

Ries, Al and Laura Ries

738 ratings by Goodreads
ISBN 10: 0060081988 / ISBN 13: 9780060081980
Published by HarperCollins Publishers, Inc., New York, New York, U.S.A., 2002
Condition: Fine Hardcover
From Glued To The Tube Books (Minneapolis, MN, U.S.A.)

AbeBooks Seller Since November 13, 2002

Quantity Available: 1

Buy Used
Price: US$ 97.50 Convert Currency
Shipping: US$ 4.25 Within U.S.A. Destination, rates & speeds
Add to basket

30 Day Return Policy

About this Item

"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 in favor of a slow buildup by PR; advertising should be used only to maintain brands once they have been established through publicity." This book has 297 pages and is illustrated. The book is a SIGNED PRESENTATION copy from both authors, Al Ries and Laura Ries. Bookseller Inventory # 033483

Ask Seller a Question

Bibliographic Details

Title: The Fall of Advertising and the Rise of Pr

Publisher: HarperCollins Publishers, Inc., New York, New York, U.S.A.

Publication Date: 2002

Binding: Hard Cover

Book Condition:Fine

Dust Jacket Condition: Fine

Signed: Signed by Author

Edition: First Edition {Second Printing}

About this title

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.

Review:

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

"About this title" may belong to another edition of this title.

Store Description

We sell online only.

Visit Seller's Storefront

Terms of Sale:

Billing available to established
accounts with payment upon receipt of book(s). 30 day net billing available to
accredited institutions. Returns are allowed with prior notification to dealer.
Return shipping charges paid by customer.To use credit card go thru abe check out.


Shipping Terms:

Shipping costs are based on books weighing 2.2 LB, or 1 KG. If your book order is heavy or oversized, we may contact you to let you know extra shipping is required.

List this Seller's Books

Payment Methods
accepted by seller

Visa Mastercard American Express