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
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T H E FA L L O F
Advertising
✹ and
THE RISE OF
PR AL RIES and LAURA RIES
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Dedicated to
CONRAD RIES BROWN,
our son and grandson, who arrived the day after we completed the manuscript
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✹ 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
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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
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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