E-Book Overview
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 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 why advertising 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.
E-Book Content
FlAdg_0060081988_4P_pi-xxii_JD 9/10/02 11:28 AM Page i T H E FA L L O F Advertising ✹ and THE RISE OF PR AL RIES and LAURA RIES FlAdg_0060081988_4P_pi-xxii_JD 9/10/02 11:28 AM Page ii FlAdg_0060081988_4P_pi-xxii_JD 9/10/02 11:28 AM Page iii Dedicated to CONRAD RIES BROWN, our son and grandson, who arrived the day after we completed the manuscript FlAdg_0060081988_4P_pi-xxii_JD 9/10/02 11:28 AM Page iv FlAdg_0060081988_4P_pi-xxii_JD 9/10/02 11:28 AM Page v ✹ Contents Introduction ix PA R T O N E The Fall of Advertising 1. Advertising and Car Salesmen 3 2. Advertising and Art 15 3. Advertising and Creativity 23 4. Advertising and Awards 33 5. Advertising and Awareness 43 6. Advertising and Sales 49 7. Advertising and the Dotcoms 61 8. Advertising and Credibility 73 9. The Search for Alternatives 81 FlAdg_0060081988_4P_pi-xxii_JD 9/10/02 {VI • 11:28 AM Page vi CONTENTS} PA R T T W O The Rise of PR 10. The Power of a Third Party 89 11. Building a New Brand with PR 97 12. Rebuilding an Old Brand with PR 119 13. Establishing Your Credentials 127 14. Rolling Out Your Brand 133 15. Building an Educational Brand 143 16. Building a Geographic Brand 149 17. Building a Booze Brand 157 18. The Missing Ingredient 163 19. Dealing with Line Extensions 171 20. Dealing with Names 183 PA R T T H R E E A New Role for Advertising 21. Maintaining the Brand 197 22. Keeping On Course 211 23. Firing On All Cylinders 223 PA R T F O U R The Differences Between Advertising and PR 1. Advertising Is the Wind. PR Is the Sun 239 2. Advertising Is Spatial. PR Is Linear 241 FlAdg_0060081988_4P_pi-xxii_JD 9/10/02 11:28 AM {CONTENTS • VII Page vii } 3. Advertising Uses the Big Bang. PR Uses the Slow Buildup 243 4. Advertising Is Visual. PR Is Verbal 245 5. Advertising Reaches Everybody. PR Reaches Somebody 247 6. Advertising Is Self-Directed. PR Is Other-Directed 249