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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