The Fall of Advertising and the Rise of PR

图书标准信息

• 作者 Al、Laura Ries 著
• 出版社 HarperCollins
• 出版时间 2002-03
• 版次 1
• ISBN 9780060081980
• 定价 197.30元
• 装帧 精装
• 开本 32开
• 纸张 胶版纸
• 页数 320页

【内容简介】

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】

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】

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