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The Fall and the Rise of PR (Hardcover)

by Laura Ries (Author), Al Ries (Author)

3.2 out of 5 stars See all reviews (4 customer reviews)

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Product details

Hardcover: 320 pages
Publisher: HarperCollins (5 Dec 2002)
Language English
ISBN-10: 0060081988
ISBN-13: 978-0060081980
Product Dimensions: 21.1 x 14.2 x 3 cm

Average Customer Review: 3.2 out of 5 stars See all reviews (4 customer reviews)

Amazon.co.uk Sales Rank: 618,470 in Books (See Bestsellers in Books)
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#21 in Books > Business, Finance & Law > Sales & Marketing > Industrial

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Product Description

Review

The Rieses don't expect brand advertising to go away, but argue that it should be reserved for promoting mature brands -- Harvard Business Review

Product Description

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.

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Customer Reviews

4 Reviews

5 star:		(1)
4 star:		(0)
3 star:		(2)
2 star:		(1)
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3.2 out of 5 stars (4 customer reviews)

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Most Helpful Customer Reviews

10 of 11 people found the following review helpful:

2.0 out of 5 stars Boring, boring, boring, 3 Mar 2003

By	meregalli walter (milano Italy) - See all my reviews

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.

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14 of 16 people found the following review helpful:

3.0 out of 5 stars Thought provoking but over-sells role of PR vs. advertising, 8 Nov 2002

By A Customer

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.

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6 of 7 people found the following review helpful:

5.0 out of 5 stars PR - It is all about the product and its image, 30 Jan 2003

By	"tasssha" - See all my reviews

The Ries' book on PR is an absolute must for ALL the companies out there. The book shows us 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 effective, advertising doesn't need creativity. It needs credibility", and that is where PR comes into the picture.

The strenght of this book is in the back-up evidence that the Ries bring forward, the simplicity and sincerity.

Companies have to follow their advice: "You can't live in the past. Advertising is no longer fresh and exciting. There's just too much of it.", and start focusing on the future: on PR.

Excellent book!

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