Al Ries & Laura Ries - The Fall of Advertising & The Rise of PR (2nd Hand Paperback)
- Format : Standard 2nd Hand Paperback
- Condition : Very Good
- Category : Non-Fiction - Economics, Business & Money
- Published : 2004 (Harper Collins)
- ISBN : 9780060081997
- SKU : B000436
- PPC : SP300gm
- Quantity Available : 1 only.
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 Starbucks, the Body Shop, WalMart, 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 book explains why PR is 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 favour of a slow build-up by PR; advertising should only be used to maintain brands once they have been established through publicity.
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