The Fall of Advertising and the Rise of PR
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作者Al、Laura Ries 著
出版社HarperCollins
出版时间2002-03
版次1
装帧精装
上书时间2023-10-07
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图书标准信息
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作者
Al、Laura Ries 著
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出版社
HarperCollins
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出版时间
2002-03
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版次
1
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ISBN
9780060081980
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定价
197.30元
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装帧
精装
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开本
32开
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纸张
胶版纸
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页数
320页
- 【内容简介】
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Bestsellingauthorsandworld-renownedmarketingstrategistsAlandLauraRiesusherintheneweraofpublicrelations.Today'smajorbrandsarebornwithpublicity,notadvertising.Acloserlookatthehistoryofthemostsuccessfulmodernbrandsshowsthistobetrue.Infact,anastonishingnumberofbrands,includingPalm,Starbucks,theBodyShop,Wal-Mart,RedBullandZarahavebeenbuiltwithvirtuallynoadvertising.Usingin-depthcasehistoriesofsuccessfulPRcampaignscoupledwiththoseofunsuccessfuladvertisingcampaigns,"TheFallofAdvertising"providesvaluableideasformarketers--allthewhiledemonstratingwhyadvertisinglackscredibility,thecrucialingredientinbrandbuilding,andhowonlyPRcansupplythatcredibility;thebigbangapproachadvocatedbyadvertisingpeopleshouldbeabandonedinfavorofaslowbuild-upbyPR;advertisingshouldonlybeusedtomaintainbrandsoncetheyhavebeenestablishedthroughpublicity.Boldandaccessible,"TheFallofAdvertising"isboundtoturntheworldofmarketingupsidedown.
- 【作者简介】
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AlRiesandhisdaughterandbusinesspartnerLauraRiesaretwooftheworld'sbest-knownmarketingconsultants,andtheirfirm,Ries&Ries,workswithmanyFortune500companies.TheyaretheauthorsofThe22ImmutableLawsofBrandingandTheFallofAdvertisingandtheRiseofPR,whichwasaWallStreetJournalandaBusinessWeekbestseller,and,mostrecently,TheOriginofBrands.AlwasrecentlynamedoneoftheTop10BusinessGurusbytheMarketingExecutivesNetworkingGroup.LauraisafrequenttelevisioncommentatorandhasappearedontheFoxNewsandFoxBusinessChannels,CNN,CNBC,PBS,ABC,CBS,andothers.TheirWebsite(Ries.com)hassomesimpleteststhatwillhelpyoudeterminewhetheryouarealeftbrainerorarightbrainer.
- 【目录】
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Introduction
PART ONE The Fall of Advertising
1. Advertising and Car Salesmen
2. Advertising and Art
3. Advertising and Creativity
4. Advertising and Awards
5. Advertising and Awareness
6. Advertising and Sales
7. Advertising and the Dotcoms
8. Advertising and Credibility
9. The Search for Alternatives
PART TWO The Rise of PR
10. The Power of a Third Party
11. Building a New Brand with PR
12. Rebuilding an Old Brand with PR
13. Establishing Your Credentials
14. Rolling Out Your Brand
15. Building an Educational Brand
16. Building a Geographic Brand
17. Building a Booze Brand
18. The Missing Ingredient
19. Dealing with Line Extensions
20. Dealing with Names
PART THREE A New Role for Advertising
21. Maintaining the Brand
22. Keeping On Course
23. Firing On All Cylinders
PART FOUR The Differences Between Advertising and PR
1. Advertising Is the Wind. PR Is the Sun
2. Advertising Is Spatial. PR Is Linear
……
PART Postscripts
Index
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