- Hardcover: 300 pages
- Publisher: HarperCollins (5 Dec 2002)
- Language English
- ISBN-10: 0060081988
- ISBN-13: 978-0060081980
- Product Dimensions: 15 x 3.2 x 21.8 cm
- Average Customer Review: 3.2 out of 5 stars See all reviews (4 customer reviews)
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- #93 in Books > Business, Finance & Law > Sales & Marketing > Industrial
The Fall of Advertising and the Rise of PR
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Review
"Al and Laura Ries offer powerful arguments as to why companies need to use more PR in the launch stage of products and save their advertising dollars to do maintenance work in the later stages. Whether or not you agree, you will find their arguments and illustrations stimulating and deserving of serious discussion in your company."
Philip Kotler, Professor of International Marketing, JL Kellogg Graduate School of Management, Northwestern University
"The book makes a plausible case in an engaging, example-rich style…. The Rieses don't expect brand advertising to go away, but argue that it should be reserved for promoting mature brands."
Harvard Business Review
Review
"The book makes a plausible case in an engaging, example-rich style."--Harvard Business Review
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First Sentence
Not long ago, four New York City nurses were killed when they drove off the top of a motel's five-story parking garage. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Not long ago, four New York City nurses were killed when they drove off the top of a motel's five-story parking garage. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
15 of 15 people found the following review helpful
Format:Hardcover
This has a great title and , like many business books, expands what could have been a 5 page article on this theme into a 200 page plus tome. The authors do a good job of selling the role that PR can have in brand building, but give little practical advice on how to build and execute programmes that create the sort of "buzz" and word-of-mouth they talk about. Also, I was left thinking that the point really is "the rise of WOW products" rather than PR....the iMac, Palm Pilot, new Beetle etc, are just brilliant products that create their own PR.
However, they go OTT on the "death" of advertising, saying it has NO role in brand building. A flick through the IPA Advertising Works annual book would soon nip this argument in the bud.
11 of 13 people found the following review helpful
Format:Hardcover
An extremely boring book. What a pity, the authors said it all in the title and wasted two hundred and something pages just to repeat it. Ok repetita juvant but I ask a little more than this.
Not a single wise hint to pr practitioners. Lots of so called case studies, all squeezed in to testimony the truth of the brilliant book title.
Not a single hint on strategy - apart from "a good pr plan takes time, lot of time". Not to mentiio tactics.
You can live, work and do just as fine without this book.
Not a single wise hint to pr practitioners. Lots of so called case studies, all squeezed in to testimony the truth of the brilliant book title.
Not a single hint on strategy - apart from "a good pr plan takes time, lot of time". Not to mentiio tactics.
You can live, work and do just as fine without this book.
Format:Paperback|Amazon Verified Purchase
Have you read The 22 Immutable Laws Of Branding? Or The 22 Immutable Laws Of Marketing? Both by the same author. If you've read those, then you don't need to read this book, which is essentially the same argument, but without all the wise advice. Actually, even if you haven't read them, you don't need to read this book: buy either one of them instead.
The problem with this one is that Ries and Ries have a really good point to make, but they make it in the introduction and then just keep repeating it right the way through the book. They also make this point as one of the 22 immutable laws in both of the other books. Ries and Ries are great when they are handing out pithy, useful advice with just a couple of resonant examples. Ries and Ries on a soap box just get tedious.
The other problem with this book is that the authors have not really taken the trouble to understand PR -- only to understand what it can do for your marketing campaign. But PR isn't just a branch of marketing (though, in most commercial organisations, the PR _function_ is part of the marketing department), and the authors don't do justice to their title.
Before I read it, I actually thought this was going to be about the rise of PR as epitomised by New Labour in the late 90s, and the fall of advertising as epitomised by the end of the Saatchi dominance of political advertising. I was also expecting Greenpeace's use of Video News Releases (and their subsequent fall), and the growth of internet PR to be covered. But they aren't. This book should really be called: The Rise of PR in branding and the fall of advertising. It doesn't cover lobbying, public affairs, media crises, or any of the things the title would lead you to believe.
The other, other problem with this book is that all the criticisms it makes -- which are largely of big budget TV ads -- were already made, more succinctly, by David Ogilvy in Ogilvy on Advertising, way back in 1983.
The other, other, other problem is that the case is nowhere near as clear cut as the authors would have you believe. True, PR has advanced strongly into advertising's territory -- but it's also advanced into marketing's territory as well, as a strategic discipline rather than just 'free advertising'. But look at the way Ronseal built its brand with "It does exactly what it says on the tin", all done with one simple TV ad: advertising still has some serious mileage, after all. And can you imagine Ronseal's PR achieving the same effect without the ad? I don't think so.
Of course, Ries has now written the forward to The Fall of PR & the Rise of Advertising. I haven't read it yet, and maybe I won't: there comes a point in life when you have to take a nuanced view and say that, in their own domains, both advertising and PR can make a valuable contribution.
The problem with this one is that Ries and Ries have a really good point to make, but they make it in the introduction and then just keep repeating it right the way through the book. They also make this point as one of the 22 immutable laws in both of the other books. Ries and Ries are great when they are handing out pithy, useful advice with just a couple of resonant examples. Ries and Ries on a soap box just get tedious.
The other problem with this book is that the authors have not really taken the trouble to understand PR -- only to understand what it can do for your marketing campaign. But PR isn't just a branch of marketing (though, in most commercial organisations, the PR _function_ is part of the marketing department), and the authors don't do justice to their title.
Before I read it, I actually thought this was going to be about the rise of PR as epitomised by New Labour in the late 90s, and the fall of advertising as epitomised by the end of the Saatchi dominance of political advertising. I was also expecting Greenpeace's use of Video News Releases (and their subsequent fall), and the growth of internet PR to be covered. But they aren't. This book should really be called: The Rise of PR in branding and the fall of advertising. It doesn't cover lobbying, public affairs, media crises, or any of the things the title would lead you to believe.
The other, other problem with this book is that all the criticisms it makes -- which are largely of big budget TV ads -- were already made, more succinctly, by David Ogilvy in Ogilvy on Advertising, way back in 1983.
The other, other, other problem is that the case is nowhere near as clear cut as the authors would have you believe. True, PR has advanced strongly into advertising's territory -- but it's also advanced into marketing's territory as well, as a strategic discipline rather than just 'free advertising'. But look at the way Ronseal built its brand with "It does exactly what it says on the tin", all done with one simple TV ad: advertising still has some serious mileage, after all. And can you imagine Ronseal's PR achieving the same effect without the ad? I don't think so.
Of course, Ries has now written the forward to The Fall of PR & the Rise of Advertising. I haven't read it yet, and maybe I won't: there comes a point in life when you have to take a nuanced view and say that, in their own domains, both advertising and PR can make a valuable contribution.
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