000			01779nam a22002177a 4500
005			20240806150152.0
008			240806b |||||||| |||| 00| 0 eng d
020			_a9780060081980
082			_a659 _bRIE
100			_aRies, Al
245			_aThe fall of advertising and the rise of PR
260			_aNew York _bHarperCollins Publishers Inc. _c2002
300			_axxi, 295 p.
365			_aUSD _b24.95
520			_aBestselling 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. (https://www.harpercollins.com/products/the-fall-of-advertising-and-the-rise-of-pr-al-rieslaura-ries?variant=32122452508706)
650			_aAdvertising
650			_aBrand name products _9335
650			_aPublic relations
700			_aRies, Laura _917492
942			_2ddc _cBK
999			_c7134 _d7134