false http://photo.goodreads.com/books/1165605036m/6922.jpg 6922 3 In <I>The Fall of Advertising and the Rise of PR</I>, longtime marketing strategist Al Ries and his daughter/business partner Laura Ries offer solid arguments championing the latter over the former for modern-day brand building. Such a stance is hardly new for these two, who have jointly, individually, and with others written eight previous books on related topics since Al penned <i>The Positioning Era Cometh</i> for <I>Advertising Age</I> some three decades ago. What's fresh this time is the dissection of contemporary corporate hits--like Starbucks, Botox, eBay, and even Harry Potter--that have eschewed traditional advertising and nevertheless soared to the top through the savvy use of public relations. The authors spend the first part of the book discussing how advertising lost credibility among consumers as it became more of a creative art than a sales tool, and the second part showing how PR subsequently supplanted it in effectiveness. Using the above examples and others, they explain how such practices can work in various situations (building a new brand, rebuilding an old one, dealing with line extensions, etc.), as well as ways advertising can still be usefully employed (primarily to maintain a brand and "keep it on course"). The result is both provocative and practical. <I>--Howard Rothman</I> 10145 2002 The Fall of Advertising and the Rise of PR total:120|5:21|4:33|3:45|2:20|1:1| 120 413 181 17 5 1 false false Sat Feb 10 00:00:00 -0800 2007 Fri Jan 02 00:04:21 -0800 2009 Fri Jan 02 00:11:18 -0800 2009
Al and Laura cements their position as thought leaders and visionaries in the area of Marketing.

The book draws strong comparisons between the two disciplines, outlining the tangible benefits of bo...more...]]> 3 1 false false Sat Oct 01 00:00:00 -0700 2005 Mon Nov 26 04:23:42 -0800 2007 Mon Nov 26 04:24:43 -0800 2007
Before I work as A Marcomm, I've worked @ several Advertising Agencies, it helped me to understand the reality that this book shows to me. The reality behind...more...]]> 3 0 false false Sat Jun 27 05:23:58 -0700 2009 Wed Jul 01 20:56:34 -0700 2009 marketing paling terkenal di dunia. Beliau bersama partnernya, Jack Trout pernah memperkenalkan istilah "positioning" yang sampai sekarang masih tetap m...more...]]> 2 0 false false Thu Jun 10 00:00:00 -0700 2004 Mon Apr 06 06:49:26 -0700 2009 Mon Apr 06 06:51:07 -0700 2009 4 0 false false Tue Jan 27 13:08:54 -0800 2009 Tue Jan 27 13:10:09 -0800 2009 3 0 false false Sun Sep 01 00:00:00 -0700 2002 Fri Aug 17 18:45:40 -0700 2007 Fri Aug 17 18:49:19 -0700 2007 more...]]> 3 0 false false Sun Jul 01 00:00:00 -0700 2007 Fri Jul 27 13:53:02 -0700 2007 Fri Jul 27 13:56:52 -0700 2007 more...]]> 3 0 false false Wed Aug 13 10:53:47 -0700 2008 Mon Sep 15 09:46:07 -0700 2008
Perhaps it's ideal for non-PR practitioners, advertising people, the like, who could truly benefit from this insight.

For me, it was just example after example meant to stroke my ego. And that's why it gets 3 stars, not 2. I...more...]]> 3 0 false false Mon Aug 06 23:54:56 -0700 2007 Tue Aug 07 00:04:04 -0700 2007
Advertising & PR, you can't separate them.]]> 4 0 false false Thu Sep 27 20:41:49 -0700 2007 Thu Sep 27 20:51:44 -0700 2007
should read by marketing people to get a new perspective about communication ... it will complementary with buzz marketing book]]> 3 0 false false Thu Jan 01 00:00:00 -0800 2004 Tue Jan 29 19:23:51 -0800 2008 Tue Jan 29 19:25:36 -0800 2008 4 0 false false Tue Mar 01 00:00:00 -0800 2005 Wed Dec 26 16:04:53 -0800 2007 Wed Dec 26 16:04:53 -0800 2007 4 0 false false Mon Dec 01 00:00:00 -0800 2008 Tue Nov 25 06:02:43 -0800 2008 Fri Jan 09 09:59:56 -0800 2009 3 0 false false Fri Oct 01 00:00:00 -0700 2004 Thu Nov 15 08:11:20 -0800 2007 Thu Nov 15 08:12:04 -0800 2007 3 0 false false Sat Jan 01 00:00:00 -0800 2005 Thu Aug 30 01:01:00 -0700 2007 Thu Aug 30 01:40:57 -0700 2007 0 0 false false Wed Jan 01 00:00:00 -0800 2003 Wed Oct 10 20:36:15 -0700 2007 Wed Oct 10 20:36:15 -0700 2007 5 0 false false Wed Oct 08 03:30:00 -0700 2008 Wed Oct 08 03:30:10 -0700 2008 3 0 false false Sat Nov 21 12:12:11 -0800 2009 Sat Nov 21 12:12:11 -0800 2009 0 0 false false Thu Nov 12 02:52:53 -0800 2009 Thu Nov 12 02:52:53 -0800 2009 0 0 false false Mon Nov 09 01:59:45 -0800 2009 Mon Nov 09 01:59:45 -0800 2009 http://www.goodreads.com/book_link/follow/8?book_id=6922