Marketing strategists Ries and Ries spend all 320 pages of their latest book arguing one point: skillful public relations is what sells, not advertising. Case in point: the failure of Pets.com's sock puppet ads. However, in a chapter devoted to dot-com advertising excesses, the authors never mention that many dot-coms had miserable business plans and neophyte management. (The Rieses may be counting on the sock puppet to sell another commodity, as a deflated sock puppet dominates the book's jacket.) Today, most small companies aren't bloated with venture capital to buy TV ads, yet the book has little practical advice on how these companies' executives should use public relations, particularly PR's most important role: crisis control. Some readers might resent paying $24.95 for what amounts to an advertisement for pricey PR consulting firms like Ries & Ries. The authors frequently poke fun at the most outrageous TV ads of recent years, paralleling Sergio Zyman's The End of Advertising As We Know It (reviewed above), a more thoughtful critique of current advertising trends. The inherent flaw in the Rieses' logic: time and again they cite ad campaigns for new products that are "off message" and then say how much sales declined; this supports the notion that products and services are sold by good advertising. Although their book is occasionally entertaining, the argument is simplistic and self-serving. Illus.
Copyright 2002 Cahners Business Information, Inc.
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Publicity first, advertising second: This is the provocative message that marketing gurus Al and Laura Ries deliver with THE FALL OF ADVERTISING. The bestselling authors of THE 22 IMMUTABLE LAWS OF BRANDING are back, this time revealing a startling and crucial development in marketing, the shift from advertising-oriented marketing to PR-oriented marketing. Today's brands are born with publicity, not advertising. A closer look at the history of many major brands shows this to be true. In fact an astonishing number of brands, including the Body Shop, Starbucks, Wal-Mart, Beanie Babies, Oracle and Yahool, have been built with virtually no advertising. With case histories and a step-by-step plan for creating buzz in the PR era, THE FALL OF ADVERTISING shows readers how to: *Give up the cherished big-bang approach in favour of a slow build-up *Create a category *Use PR to communicate a brand's credentials *Select the perfect spokesperson *Roll out a programme *Develop a healthy relationship with the media Bold and accessible, THE FALL OF ADVERTISING tells how and why publicity will assume the major role in product launches, with advertising solidifying brands rather than creating them. This will be the essential primer on brand-building in the public relations era.
發表於2024-06-14
The Fall of Advertising and the Rise of PR 2024 pdf epub mobi 電子書 下載
因為一位朋友最近一直在強調公關怎麼個有發展,所以近期對公關很感興趣。本身又是廣告齣身,所以想一探究竟。 看完裏斯的這本書,隻有一個感覺,公關和廣告就是營銷這位大哥的兩個老婆,如同一個男人的兩個女人一樣。想起瞭張愛玲的紅玫瑰與白玫瑰。公關就是那個忍...
評分下午沒事做在公司的書庫裏找書看 看到這老頭和他女兒寫的書,還蠻新的,便拿來讀 還以為能有什麼公關的成功案例和經驗之談來分享一下 誰知道通篇整本書都在講廣告怎麼怎麼要消亡 公關怎麼怎麼非代替廣告不可 然後是大量舉例論證 證明瞭整本書 媽呀~ 是故意炒作還是這老頭跟...
評分 評分迄今為止的營銷的成功都是公共關係的成功,而不是廣告的成功。舉公關案例額:一些例子:Starbucks, The Body Shop,Viagra,Amazon.com,Yahoo!,eBay,Palm, PlayStation,Harry Potter, Botox, Red Bull, Microsoft, Intel, 以及 BlackBerry. 在藥品領域,Viagra, Prozac, ...
評分如果不是知道作者還寫過一本《定位》,我是不會去翻這本六年前的古董的。 在《定位》中,作者把“人人心中有,人人筆下無”的抽象感覺,總結成可以指導具體操作的營銷理念,這是一種深刻的洞察。基於對這種洞察力的欽佩和認可,我從同事手中藉來這本《公關第一,廣告第二》。 ...
圖書標籤: PR Advertising 廣告 公共關係 marketing 裏斯 營銷 PR-AD-MKT
有點矯枉過正。個彆觀點可取。
評分1、各種標題黨;2、翻譯爛得直追我翻的那本書
評分公關第一,廣告第二。
評分有她的論點,可是總是重復那一點啊好像 就是書名
評分嗬嗬。。。用來寫book review...
The Fall of Advertising and the Rise of PR 2024 pdf epub mobi 電子書 下載