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The Fall of Advertising and the Rise of PR

The Fall of Advertising and the Rise of PR 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 t

  • Title: The Fall of Advertising and the Rise of PR
  • Author: Al Ries Laura Ries
  • ISBN: 9780060081997
  • Page: 497
  • Format: Paperback
  • 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 BullBestselling 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 whyadvertising 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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      497 Al Ries Laura Ries
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      Posted by:Al Ries Laura Ries
      Published :2020-03-15T12:20:39+00:00

    1 thought on “The Fall of Advertising and the Rise of PR

    1. This book makes a strong point. It’s a bit outdated by the time I read it – almost 14 years after original publication – but the importance of setting up a brand identity long before you try to sell it to a consumer is still something important to remember. On the other hand, it’s really obvious that the authors’ job is PR. They give tons of examples of the failures of advertising but only skim thru them with numbers and superficial comments without really going into “why” they did [...]

    2. This book heralded the coming of what is currently known as Inbound Marketing. 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 both disciplines as marketing subsets, and then goes on to explain why PR is to become the dominant force in brand building.What I like most is how they explain the place of advertising in the marketing mix, and at which point [...]

    3. عنوان: سقوط تبلیغات و ظهور روابط عمومینویسندگان: آل ریس – لورا ریسمترجم: سنبل بهمنیارمشخصات نشر: تهران، سیته، 1392296 صفحهشابک: 9-4-96276-964-978ارائه دهنده یک دید تازه!روابط عمومی چیست؟"روابط عموی یک کارکرد مدیریتی ویژه است که به تثبیت و حفظ خطوط مشترک ارتباط سازی، تفاهم، توافق و همکار [...]

    4. As A Marketing Communication Specialist, I would say that The Ries' book on PR is an absolute must for ALL the companies out there.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 the Advertising empire: an empire that seems to have lost its function, effectiveness and credibility."Creativity wins awards, but does it also win sales?" is the question, and the answer follows: " To be effect [...]

    5. Maybe this book was impressive and revolutionary when it came out in the early 2000s (in terms of how we think about advertising and PR), but man was it a snooze today. I spent the whole book arguing with the author and pulling out my hair at all the logical fallacies and mis-attributions in his examples. Beyond that, his unbalanced presentation started to give his reasoning the same flaw that he says advertising suffers from: you didn't feel like you could trust it any longer. A classic, classi [...]

    6. DNF (for now).There is no doubt that Al Ries is great at marketing, however, this book wasn't like his other books. I learned something from his other boos while this one just repeated itself every chapter. And it was more statistics than actual lessons.

    7. How I Came To Read This Book: I snagged it off my sister's bookshelf eons ago. It was published it 2002. So yeah, it's been awhile.The Plot: Al Ries & Laura Ries want to drive home one primary fact: advertising cannot launch a brand. Public relations must launch your brand to establish credibility, and advertising must only come into play at a later stage in a brand's lifestyle in order to defend the brand. They start by pounding you with statistics on advertising's shortcomings, follow it u [...]

    8. Really Repetitive, but a strong powerful message. Funny predictions Circa 2002 are that "These 3g internet phones will never catch on because they are convergent products" He railed on how stupid the idea was for a while. Also he said was doomed because they were expanding out into "Line-extensions" selling other things besides books. These two predictions show that he has no business predicting the business world, as these two platform have been the strongest forces of the past 10 years. The g [...]

    9. Definitely awesome! Totally changed the way I perceive the media now. If you've already read his previous books, you may find this one a bit 'refurbished'. But nevertheless, it's still worth your penny.

    10. Цель книги – переориентировать внимание маркетологов с рекламы на PR. Или как минимум обратить их внимание на деятельность связанную с PR. Эл и Лора Райс задаются вопросом, что делать в мире, переполненного информацией? Что делать, чтобы преодолеть уровень всеобщего шума? И [...]

    11. Khá hay, cách viết dễ hiểu với nhiều ví dụ , minh họa giúp mình rất nhiều trong việc "xây dựng thiện cảm" với môn Nhập môn PR ở lớp. Tuy nhiên, nó chưa thật sự thỏa mãn mình lắm khi có su hướng sa đà vào việc "ngợi ca" PR quá nhiều mà chưa đi sâu vào Tại sao Quảng cáo thoái vị. Chính vì vậy mà khi đọc sẽ thấy sự lặp đi lặp lại, đôi khi khiến người đọc thấy rất nhàm chán.Dù sao [...]

    12. I ended up not really liking the book due to repetitiveness and obvious bias leading to baseless declarations of truth for the reader to processd. Ironic considering the book's thesis. Also, the authors refer to the Segway launch as genius and say that, and I quote: "We don't think that 3G phones are going to become a big business, but the psychological appeal of this third-generation concept is very powerful." (as being better than 2G phones). So yeah, this is just an advertisement for PR using [...]

    13. Buku ini pertama kali diterbitkan di Indonesia pada tahun 2003 dengan membawa paradigma baru. Penulisnya, Al Ries adalah salah satu tokoh marketing paling terkenal di dunia. Beliau bersama partnernya, Jack Trout pernah memperkenalkan istilah "positioning" yang sampai sekarang masih tetap merupakan mantra ampuh di dunia marketing.Paradigma yang ditawarkan sangat kontroversial bahkan mungkin dianggap sebagai "black campaign" oleh komunitas periklanan karena Al Ries dan Laura Ries mengungkapkan bah [...]

    14. I got my hands on this book because a job I was interviewing for, well, asked me to. I didn't get that job at the end (I got a better offer at a better firm eventually after reading that book, haha!), but it did serve my knowledge plate quite a fair amount of useful, industry related information.I suddenly remember I have this book because a friend in Hong Kong twitted that he was reading another book about brands from the famous author Al Ries. So here goes.The book - is very, if not extremely [...]

    15. Biết tới quyển này qua các bài viết của anh Đức Sơn nhắc tới, ngay chuyện đi tìm mua nó cũng là một câu chuyện thú vị của mình: đầu tiên tìm được file .pdf trên mạng, không tìm được ở ngoài (thật ra cũng ngại đi lùng sục các nơi), xong gửi cho thằng bạn nhờ nó in ra thành tập như sách photo của sinh viên. Mấy hôm sau tình cờ chui vào hàng sách cũ thì thấy nó nằm gọn lỏn 1 góc trong của [...]

    16. Someone gave me this book several years ago, and it's been on my "to be read" business book shelf until I grabbed it for a recent business trip.The first half of the book is quite good, pointing out many places where PR matters more than advertising. The authors sensed that the Internet would make PR even more important as we are crushed by waves of advertising.I discount the authors' reviews of various advertising campaigns; their 20/20 hindsight is as good as mine. I agree with their point tha [...]

    17. I should have read this book a few years ago when it first came out because so much has changed in the world of advertising and PR. Fortunately, although so much has changed in PR the title of the book remains true (if I may say so). The book is straight forward - afterall, it's a BusinessWeek best seller not a NYT best seller - and provides numerous examples to support the authors' preference for PR. Their basic principle is that PR should help create the brand and advertising should FOLLOW to [...]

    18. Desde Leader Summaries recomendamos la lectura del libro La caída de la publicidad y el auge de las RR. PP de Al Ries.Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, publicidad y relaciones públicas.En el siguiente enlace tienes el resumen del libro La caída de la publicidad y el auge de las RR. PP Cómo utilizar las relaciones públicas para construir marcas creíbles: La caída de la publicidad y el auge de las RR. PP.

    19. This book was a hard read - the writing is, to be nice, not that great. It took me far longer than usual to get through. However, the underlying concepts made a lot of sense. I tend to agree that building a brand falls on the shoulders of PR, while marketing is able to support it. The book is also in dire need of an update. There are far more relevant examples from the last ten years that would work to support their main points. And some of their predictions are a bit embarrassing. For example, [...]

    20. nothing new was learned - except that there were vivid illustrations of why the premise is right - didn't buy it entirely although my practice/profession should rely on it. PR can be more powerful, but human beings are complicated creatures with different buttons to push for different cultures and subcultures - some can only be pushed by the offerings of advertising (art, images, entertainment) - it's like narrative v. documentary - one works on different level to different type of people and th [...]

    21. Ries is one of the best and most knowledgeable sources on the subject of marketing/ad/pr, thus my curiosity to read his book. the case stories are very interesting but at times he seems to repeat himselfot. i guess he´s just trying to drive his point, though. the general message is a good one: ¨PR creates brands, advertising maintains them.¨ a good read only if you are interested in the advertising/pr/marketing industry.

    22. Me llamó la atención su título controversial que me costaba un poco creer y que después terminó convenciéndome. Al Ries tiene un buen punto y lo justifica perfectamente, pero creo que pocos le harán caso por el gran negocio que representa la publicidad. Soy seguidor de varios de sus libros y este es muy recomendable, sobre todo si ya leyeron las "22 leyes inmutables de la marca"; pues es como una gran extensión de éste.

    23. A final de cuentas resulta muy repetitivo, lo que sí es que es rico en ejemplos que ilustra los puntos que defienden y atacan tanto a las Relaciones Públicas como a la Publicidad. Fue escrito hace más de 10 años por lo que lo consideraría un libro 'teoría' que nos deja comprobar, gracias a nuestra experiencia, qué esa era la tendencia.

    24. This preaches to the choir in the worst possible way.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 love me some good ego-stroking.

    25. Would have been more effective if the author had not constantly attempted to paint an evil and useless painting of advertising. As a result, the book hinges on borderline propaganda. Nevertheless, a good read with proper examples. Despite all its fault, succeeds in publicizing Public Relations: Ries couldn't be more wrong about . ;)

    26. Badly dated in places thanks to using 2002 examples all the time (predictions of the failure of 3G phones and of stand out, along with taking the piss out of Apple). But still makes a good case on the benefits of PR over advertising, with some handy case studies - and all written in a snappy, highly readable way that enables speedy reading. Chugged the lot in two short sessions.

    27. I had to read this book for my public relations class and it was so boring. The authors have some good points and examples, but they beat everything around the bush. Also, the title doesn't really make any sense.They never talk about an era during which advertising started going under and PR started to make a boom.

    28. This book does deliver on it's title. In almost all instances advertising cost more that it returns. After reading this book I was able to implement a very effective PR campaign for our company. However recently I have found PR to be less and less effective, and we are entering into the fall of PR and the rise of social media.

    29. O livro A Queda da Publicidade e a Ascensão das Relações Públicas explica o papel complementar que as RP e a Publicidade têm na comunicação. Demonstrando a real função da publicidade, esta obra demonstra que as RP são fundamentais na criação da marca dando-lhe credibilidade.Leia tudo em: hotur/relacoes-publicas

    30. Advertising is never fall. Maybe the conventional ones yes, that's way we always try to invent the non-conventional advertising, because business will always needs advertisement.Advertising & PR, you can't separate them.

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