Read The Fall of Advertising and the Rise of PR by Al Ries Laura Ries Online


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 BullBestselling 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 whyadvertising 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....

Title : The Fall of Advertising and the Rise of PR
Author :
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ISBN : 9780060081997
Format Type : Paperback
Number of Pages : 320 Pages
Status : Available For Download
Last checked : 21 Minutes ago!

The Fall of Advertising and the Rise of PR Reviews

  • Adriana
    2018-11-05 13:33

    This book makes a strong point. It’s a bit outdated by the time I read it – almost 14 years after original publication – but the importance of setting up a brand identity long before you try to sell it to a consumer is still something important to remember. On the other hand, it’s really obvious that the authors’ job is PR. They give tons of examples of the failures of advertising but only skim thru them with numbers and superficial comments without really going into “why” they didn’t work. It would have read as a lot less skewed if the parts that talked about the “fall of advertising” were a few in-depth studies of why it’s failing instead of 20+ name drops that are nothing more than numbers and opinions. It’s worth reading, if only for the chuckles you’re sure to get when the authors seriously fail to see the importance of certain things. There’s a chapter where they mention how farfetched they consider the idea of phones with internet access being successful.

  • ArthurVan Wyk
    2018-10-31 12:48

    This book heralded the coming of what is currently known as Inbound Marketing. Al and Laura cements their position as thought leaders and visionaries in the area of Marketing. The book draws strong comparisons between the two disciplines, outlining the tangible benefits of both disciplines as marketing subsets, and then goes on to explain why PR is to become the dominant force in brand building.What I like most is how they explain the place of advertising in the marketing mix, and at which point in the product/brand lifecycle advertising is to be applied.

  • Ahmad hosseini
    2018-10-23 09:00

    عنوان: سقوط تبلیغات و ظهور روابط عمومینویسندگان: آل ریس – لورا ریسمترجم: سنبل بهمنیارمشخصات نشر: تهران، سیته، 1392296 صفحهشابک: 9-4-96276-964-978ارائه دهنده یک دید تازه!روابط عمومی چیست؟"روابط عموی یک کارکرد مدیریتی ویژه است که به تثبیت و حفظ خطوط مشترک ارتباط سازی، تفاهم، توافق و همکاری بین یک سازمان و مخاطبانش کمک می کند. این کارکرد شامل راه گشایی و مدیریت مشکلات یا موضوعات است و به مدیران در حفظ آگاهی و پاسخ دهی به نظرات مردم یاری می رساند؛ مسئولیت مدیران در خدمت رسانی هم سو با خواست های جامعه را تشریح و تاکید می کند؛ همچنین به مدیران در تطبیق و استفاده ی موثر از تغییرات بازار و جامعه کمک می نماید؛ و به عنوان عامل هشداردهنده، در پیش بینی تغییر مسیر بازار وارد عمل می شود. ابزارهای آن در این راه تحقیق وبررسی، رسایی و شیوه های اخلاقی برقراری ارتباط است."طبق متن کتاب مهم ترین نقش روابط عمومی ساخت نام های تجاری است.تفاوت روابط عمومی و تبلیغات چیست؟کتاب در بخش چهارم به صورت کامل به تفاوت های بین تبلیغات و روابط عمومی می پردازد. برخی از این تفاوت ها در ادامه ذکر شده اند:حرکت تبلبغات مارپیچ است، حرکت روابط عمومی خطی است.تبلبغات به شیوه ی انفجاری عمل می کند، روابط عمومی به شیوه ی آهسته و پیوسته کار می کند.تبلیغات تصویری است، روابط عمومی کلامی است.رسایی تبلیغات همه را در بر می گیرد، رسایی روابط عمومی اشخاص موردنظر شما را در بر می گیرد.تبلیغات خود محور است، روابط عمومی دیگر محور است.تبلیغات می میرد، روابط عمومی زنده می ماند.تبلیغات گران است، روابط عمومی ارزان است....درباره کتابدر واقع کتاب سعی در تخریب تبلیغات ندارد بلکه بر این موضوع تاکید دارد که باید از روابط عمومی و تبلیغات به روش درست و درجای مناسب استفاده کرد. در واقع باید ابتدا برای ساخت یک نام تجاری از روابط عمومی استفاده کرد، سپس با استفاده از تبلیغات این نام تجاری را تثبیت کرد.کتاب حاوی مثال های زیادی از دنیای واقعی است که با به توجه به موضوع هر فصل، هر یک از آنها بررسی می گردد و نکات آن تشریح می گردد.مشکل این کتاب و کتاب های مشابه این است که اکثرا به شرکت های بزرگ می پردازند و آنها را بررسی می کنند. علاوه بر این تنها به دوران رشد و بلوغ این شرکت ها می پردازند و از دوران شروع آنها و روش های استفاده از تبلیغات و روابط عمومی چیزی بیان نمی شود.سوالاتی که در ذهن من بی جواب باقی ماندند:شرکت های بزرگ در دوران شروع که توانایی در جلب توجه رسانه ها نداشته اند چگونه از روابط عمومی استفاده می کردند؟با توجه به اینکه روابط عمومی به رسانه وابسته است، آیا روابط عمومی منحصر به شرکت های بزرگ است؟در صورت منفی بودن جواب سوال قبل، کسب و کارهای کوچک چگونه باید از روابط عمومی استفاده کنند؟

  • Shita Dewi
    2018-11-15 08:50

    As A Marketing Communication Specialist, I would say that The Ries' book on PR is an absolute must for ALL the companies out there.Before I work as A Marcomm, I've worked @ several Advertising Agencies, it helped me to understand the reality that this book shows to me. 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.So,..I think I've picked the right career,..

  • Ariel
    2018-10-24 12:58

    Maybe this book was impressive and revolutionary when it came out in the early 2000s (in terms of how we think about advertising and PR), but man was it a snooze today. I spent the whole book arguing with the author and pulling out my hair at all the logical fallacies and mis-attributions in his examples. Beyond that, his unbalanced presentation started to give his reasoning the same flaw that he says advertising suffers from: you didn't feel like you could trust it any longer. A classic, classic example of a book that should have been an article (poorly edited), and an excellent example of a book that needed to cite sources to make its point.This book gets two stars instead of one, because I DO buy into its main message; I just think it does an ABYSMAL job of presenting its case.PS, Amazon and 3G? Yeah, despite what this book predicted, those things did JUST fine.

  • Jaycee Bond
    2018-11-18 06:40

    DNF (for now).There is no doubt that Al Ries is great at marketing, however, this book wasn't like his other books. I learned something from his other boos while this one just repeated itself every chapter. And it was more statistics than actual lessons.

  • Brittany
    2018-11-02 05:49

    How I Came To Read This Book: I snagged it off my sister's bookshelf eons ago. It was published it 2002. So yeah, it's been awhile.The Plot: Al Ries & Laura Ries want to drive home one primary fact: advertising cannot launch a brand. Public relations must launch your brand to establish credibility, and advertising must only come into play at a later stage in a brand's lifestyle in order to defend the brand. They start by pounding you with statistics on advertising's shortcomings, follow it up with how public relations can be applied to all sorts of industries, cap it off with a tit for tat comparison between the two, and have a short denouement of manifestos for both PR and ad professionals.The Good & The Bad: As someone that previously worked at a *branding* agency, I had a lot of problems with this book. It was sort of like watching a Michael Moore movie. There is a ton of good, logical information here, but the feeling that you're being manipulated and the skewering of facts against the ad industry downplay the value of this book. Ironically, the authors who are so vehemently claiming that advertising is untrustworthy have actually painted themselves as untrustworthy.Two key examples: the first section of the book really hammers home the fact that no matter how critically acclaimed or how much buzz a campaign gets, it doesn't translate into sales (always and / or often enough). Yet when the book dives into PR, it almost never ever EVER talks about sales figures, thus nullifying the output vs. ROI point they're driving home for the first 100 pages. A second smaller example. They talk about how ad agencies themselves do not advertise, by citing the fact they flipped through several issues of Ad Age magazine, and not seeing any ads. Well yeah. Who the hell advertises to their own industry in an industry publication? It would be like the Ries' advertising their PR firm in a PR trade pub. Stupid. Regardless, I think this book's biggest weakness came from the fact they tried to attribute branding and positioning to public relations. The truth is, those are things an agency (PR or ad) should be doing from day one before setting down either path. I fully agree they are absolutely critical, but I also believe that both PR AND advertising help shape a brand in the public eye. It really felt like the authors were ringing the death knell for advertising simply to cause a splash (thus following their own advice, brava). Their ideas for PR were great throughout, but the lack of quantitative evidence / case studies as shown in the first half of the book, and the backtracking on how bad advertising really is (or isn't) made it hard to swallow.Also as an amusing sidenote, sometimes the authors delved a little too deep into matters of opinion. As the book was published so long ago, it's hilarious to see them lambaste web-enabled cell phones and Amazon, both of which are hugely prominent today. Stick to what you know kids.The Bottom Line: A skewed book that could have been a helluva lot better. Easy to read and enjoyable journey through PR and advertising though.Anything Memorable: Nope.50-Book Challenge: Book #15 in 2010.

  • W. Holmes
    2018-11-05 10:45

    Really Repetitive, but a strong powerful message. Funny predictions Circa 2002 are that "These 3g internet phones will never catch on because they are convergent products" He railed on how stupid the idea was for a while. Also he said Amazon was doomed because they were expanding out into "Line-extensions" selling other things besides books. These two predictions show that he has no business predicting the business world, as these two platform have been the strongest forces of the past 10 years. The guy is super arrogant, and proves that Marketing and Advertising should be nowhere near product development. This guy is a leader in the field and came up with Positioning. While this guy and most in the field are terrible at picking winners, it reinforces that they should only be involved once a concept has been created.

  • Ferdi Anggriawan
    2018-11-05 09:56

    Definitely awesome! Totally changed the way I perceive the media now. If you've already read his previous books, you may find this one a bit 'refurbished'. But nevertheless, it's still worth your penny.

  • Dmitry Kuriakov
    2018-11-06 08:34

    Цель книги – переориентировать внимание маркетологов с рекламы на PR. Или как минимум обратить их внимание на деятельность связанную с PR. Эл и Лора Райс задаются вопросом, что делать в мире, переполненного информацией? Что делать, чтобы преодолеть уровень всеобщего шума? И как они считают, один из эффективнейших решений данного вопроса, это переориентироваться, хотя бы частично, с рекламы (которая, по их мнению, уже не может выполнять тех функций, что выполняла прежде) на PR. Книга написала в постой и лёгкой форме как все предыдущие книги этих авторов, включая книги и Джека Траута.Когда реклама становится чистым искусствомВ начале книги они приводят примеры таких товаров как свечи, лошадь, живопись и пр. Т.е. товары, которые полностью потеряли свою актуальность для широкого рынка. Конечно, на лошади можно и сейчас прокатиться, но только в определённом месте. А свечи уже не используют как средство освещения. Это – лишь дополнительный атрибут к соответствующей обстановке (храм, романтический ужин и т.д.). То же самое касается и живописи, которую потеснила фотография. Или такой пример из книги: «В Букингемском дворце смена караула – это продуманная до мелочей церемония, которая занимает двадцать минут или около того. Вопрос: что охраняет стража? Ничего. В Букингемском дворце смена караула превратилась в чистое искусство». Что же касается рекламы, то, по мнению Эла и Лоры Райс, она также входит в этот список. По их мнению, реклама утратила свои былые функции. И чтобы теперь решать ту проблему, что решала раньше реклама, необходимо обратиться к такому средству как PR. Как пишут авторы: «Всё больше и больше потребителей также воспринимают рекламу как искусство, а не как средство передачи информации. Часто можно услышать: «Я вчера видел по телевизору потрясающий ролик. Просто по полу катался от смеха». Если спросить этих людей, как назывался рекламируемый продукт, они обычно отвечают: «Не помню». Но даже если они помнят название продукта, то обижаются, когда у них спрашивают, собираются ли они его покупать». Как пишут далее авторы: «Оригинальная форма, при полном отсутствии какой бы то ни было информации – фирменный знак креативной рекламы». И далее: «Рекламные персонажи редко приносят известность бренду. Зато знаменитые бренды очень часто делают знаменитыми выбранных ими рекламных персонажей».Всё это приводит к тому, пишут авторы, что рекламе перестают верить, её игнорируют. «Сообщение (о качестве), возможно, соответствует действительности, но его источник (реклама) выбран неправильно. Реклама не пользуется доверием. Рекламе не верят, потому что покупатели считают её предвзятой. Реклама – это голос продавца. С точки зрения потенциального покупателя, реклама страдает необъективностью. У покупателя нет возможности самостоятельно проверить достоверность того, в чём его пытаются убедить». Вот для решения этой проблемы и необходимо обратить свой взгляд в сторону СМИ. Как сказано в книге: «Всё, что я знаю, - сказал Уилл Роджерс, - я вычитал в газетах». Фраза, с которой начинается второй раздел книги, посвящена уже непосредственно PR и которая, одновременно, лучше всего описывает основную мысль.Использование PRЭл и Лора Райс пишут, что PR лучше всего подходит для раскрутки нового бренда в самом начале его пути. И делать это лучше по возрастающей. К примеру, ситуация с идеей «позиционирование». Как пишут авторы: «Идея «позиционирования», выдвинутая мною совместно с Джеком Траутом, первоначально была опубликована в узкопрофессиональном журнале «Industrial Marketing», затем попала в более влиятельный профессиональный журнал «Эдвертайзинг эйдж» и наконец, появилась в «Уолл-стрит джорнал». Прессе больше верят. И у неё больше шансов, что идея будет растиражирована. А для только появляющегося бренда, это самое главное. Когда мы желаем купить новый товар или узнать о новинках, мы чаще ищем соответствующую прессу, а не рекламу. Рекламу никто специально не смотрит, какими бы потребностями мы бы не страдали, мы всегда стараемся найти мнение независимого специалиста, а не торговца. И поэтому нет лучшего для выполнения этой цели, нежели СМИ. Новинка рынка и PRТак как в книге много глав посвящено идеям позиционирования, то естественно, авторы упоминают ситуацию «расширения товарных линий, вместо создания нового бренда». Как пишут авторы, это происходит зачастую из-за нежелания рисковать слишком большими инвестициями в новый бренд, который, как многие считают, ему необходим. Как пишут Эл и Лора Райс: ««Слишком дорого» - это возражение мы слышим всякий раз, когда рекомендуем новое название бренда. Компании ставят знак равенства между новым брендом и новой рекламной кампанией, которая стоит огромных денег. Это неверно. Рекламе нового бренда никто не верит. Только когда благодаря публикациям в прессе бренд прочно займёт своё место в сознании людей, можно прибегнуть к рекламе. С помощью рекламы создать новый бренд практически невозможно». Эл и Лора Райс имеют в виду, что реклама просто поменяла свои функции. Т.е. «реклама лишь занимается поддержкой бренда. Реклама – продолжение PR другими методами». И далее: «Реклама – это цена, которую вы платите за то, чтобы поддерживать репутацию бренда в сознании потребителей. С точки зрения платёжного баланса рекламу целесообразно сравнивать не с исследовательской деятельностью, а с эксплуатационными расходами. Без затрат на рекламу стоимость бренда будет снижаться. Реклама не окупится в будущем; она – защита бренда в настоящем». Авторы считают, что, несмотря на это многие компании только лишь увеличивают свой рекламный бюджет, т.к. исходят из мнений рекламных агентств, что единственный вариант подняться над уровнем шума, это создать «большой взрыв», т.е. «повторять ролик столько раз, чтобы он мог пробиться сквозь безразличие потребителей к рекламе». Однако как пишут Эл и Лора Райс, «нельзя вбить людям в голову какую-либо идею – она должна дойти до них сама». И вот для этого и требуется PR. В качестве эпилога можно привести следующие слова авторов: «Успешные бренды проникают в общественное сознание постепенно: цитата в журнале, упоминание в газете, мнение знакомого, выставка на стенде в магазине. После того как почва подготовлена, люди начинают верить, что всегда знали о существовании этого бренда».

  • Mèo Điên
    2018-11-03 06:52

    Khá hay, cách viết dễ hiểu với nhiều ví dụ , minh họa giúp mình rất nhiều trong việc "xây dựng thiện cảm" với môn Nhập môn PR ở lớp. Tuy nhiên, nó chưa thật sự thỏa mãn mình lắm khi có su hướng sa đà vào việc "ngợi ca" PR quá nhiều mà chưa đi sâu vào Tại sao Quảng cáo thoái vị. Chính vì vậy mà khi đọc sẽ thấy sự lặp đi lặp lại, đôi khi khiến người đọc thấy rất nhàm chán.Dù sao thì mình nghĩ, đây là cuốn sách mà bất kì ai đang học PR/Truyền thông/Marketing...hoặc quan tâm đến lĩnh vực này nên đọc (Mặc dù nó hơi bị outdate khi được viết hồi 2004 )

  • Russell Romney
    2018-11-20 10:36

    I ended up not really liking the book due to repetitiveness and obvious bias leading to baseless declarations of truth for the reader to processd. Ironic considering the book's thesis. Also, the authors refer to the Segway launch as genius and say that, and I quote: "We don't think that 3G phones are going to become a big business, but the psychological appeal of this third-generation concept is very powerful." (as being better than 2G phones). So yeah, this is just an advertisement for PR using endless examples. Caveat: 2003.

  • Robert
    2018-11-20 14:00

    Buku ini pertama kali diterbitkan di Indonesia pada tahun 2003 dengan membawa paradigma baru. Penulisnya, Al Ries adalah salah satu tokoh marketing paling terkenal di dunia. Beliau bersama partnernya, Jack Trout pernah memperkenalkan istilah "positioning" yang sampai sekarang masih tetap merupakan mantra ampuh di dunia marketing.Paradigma yang ditawarkan sangat kontroversial bahkan mungkin dianggap sebagai "black campaign" oleh komunitas periklanan karena Al Ries dan Laura Ries mengungkapkan bahwa periklanan nyaris tidak punya bargaining power di era sekarang ini karena periklanan tidak punya kredibilitas dalam memasukkan pesan ke benak prospek. Al Ries menganggap zaman telah berubah. Beliau melihat Public Relations (PR) sebagai media yang lebih tepat. Periklanan hanya dipandang perlu untuk mempertahankan pesan merek di benak prospek saat PR berhasil menanamkan pesan tersebut.Kalau kita mau cermati sebenarnya pemikiran Al Ries tidak salah. Setujukah Anda bahwa iklan memang tidak kredibel? Apa reaksi Anda bila melihat iklan yang menulis: "Produk kami yang Terbaik di Dunia". Percaya atau malah mencemooh? Sebagaimana ungkapan bahwa "semua tukang kecap selalu mengklaim kecapnya nomor 1", begitulah cara kerja iklan, overpromising. Saat ini porsi iklan juga sudah berlebihan, di mana-mana kita selalu melihat iklan sehingga prospek malah menganggap itu semua sebagai noise yang patut diabaikan.Dan harus diakui bahwa di kalangan komunitas periklanan sendiri, kata "kreativitas" sangat dipuja sehingga mereka cenderung lebih "award-minded" dalam membuat karya. Kesuksesan produk klien menjadi nomor dua setelah obsesi memenangkan award di festival periklanan. Iklan adalah ajang kreativitas, bukan lagi efektivitas untuk mendongkrak penjualan produk klien. Like it or not, but it's the fact.Tetapi kita semua juga harus menyadari bahwa tugas PR membangun merek untuk menanamkan pesan ke benak prospek, sesungguhnya sangat sulit dan butuh waktu sangat lama. Perlu adanya strategi bijak untuk membagi tugas periklanan dan PR untuk bahu-membahu membangun brand awareness.Sekilas seperti: ditampar seorang salesman kecap yang mengklaim kecapnya nomor satu karena tidak jadi membeli.

  • Sheena
    2018-10-27 13:38

    I got my hands on this book because a job I was interviewing for, well, asked me to. I didn't get that job at the end (I got a better offer at a better firm eventually after reading that book, haha!), but it did serve my knowledge plate quite a fair amount of useful, industry related information.I suddenly remember I have this book because a friend in Hong Kong twitted that he was reading another book about brands from the famous author Al Ries. So here goes.The book - is very, if not extremely useful, to anyone who's within the evil circle: PR, advertising, marketing, sales. We are all One. We need each other.I wouldn't say advertising is falling or has fallen (then), but there was a deeper need for advertising to be in sync with PR. Advertising has been around far longer than any other professions. Advertising needs to Evolve, just like how PR and other professions need to Evolve with the rise of social media (though it seems to be decaying). This book gave very interesting campaigns and provided cool insights on what PR can do, but it never actually tried to take all the glory away from advertising. It's already 2010, and I still recommend this book to anyone who's trying to get into, or break into, the evil circle. Or anyone that's already in the circle. It's indeed a very good read. I like it. And I can never forget it!

  • Đỗ Việt Trung
    2018-11-07 05:55

    Biết tới quyển này qua các bài viết của anh Đức Sơn nhắc tới, ngay chuyện đi tìm mua nó cũng là một câu chuyện thú vị của mình: đầu tiên tìm được file .pdf trên mạng, không tìm được ở ngoài (thật ra cũng ngại đi lùng sục các nơi), xong gửi cho thằng bạn nhờ nó in ra thành tập như sách photo của sinh viên. Mấy hôm sau tình cờ chui vào hàng sách cũ thì thấy nó nằm gọn lỏn 1 góc trong của hàng sách, hàng của cụ Al Ries thì xúc luôn, không nói nhiều. Thế là trong kho sách có tới 2 bản cứng :DVẫn là Al Ries với các luận điểm và dẫn chứng không-thể-chối-cãi-được về trình tự marketing, nó đảo lộn toàn bộ những suy nghĩ của mình về cách truyền thông thương hiệu. Bản thân mình nghĩ là cứ phải quảng cáo, doanh nghiệp tổ chức nhỏ không có tiền quảng cáo báo đài tivi thì xác định là chết với bọn lớn, rằng quảng cáo là phải sáng tạo, càng sáng tạo càng tốt.Tuy nhiên không phải vậy, với thương hiệu nhỏ, cái cần sáng tạo khi start-up là PR, PR để mở rộng thị phần, sau đó mới là quảng cáo, quảng cáo để giữ vững thị phần. Quảng cáo chỉ cần xoay quanh những đặc tính được PR găm sẵn vào tâm trí của người tiêu dùng, có sáng tạo thì sáng tạo xung quanh đặc tính đó.Cảm ơn ông, Al Ries, cuốn sách thực sự đã khai sáng cho cháu, cảm ơn anh Đức Sơn vì đã giới thiệu cho em một đầu sách bổ ích.

  • Martin
    2018-11-03 09:37

    Someone gave me this book several years ago, and it's been on my "to be read" business book shelf until I grabbed it for a recent business trip.The first half of the book is quite good, pointing out many places where PR matters more than advertising. The authors sensed that the Internet would make PR even more important as we are crushed by waves of advertising.I discount the authors' reviews of various advertising campaigns; their 20/20 hindsight is as good as mine. I agree with their point that advertising so creative it disconnects from the product is a problem...see 95% of today's auto advertising for examples.The authors' prognostications for Amazon, which go on for many pages, prove dead wrong.I'd give this book 4 stars if they'd trimmed it by 25%.

  • Bora
    2018-10-26 05:34

    I should have read this book a few years ago when it first came out because so much has changed in the world of advertising and PR. Fortunately, although so much has changed in PR the title of the book remains true (if I may say so). The book is straight forward - afterall, it's a BusinessWeek best seller not a NYT best seller - and provides numerous examples to support the authors' preference for PR. Their basic principle is that PR should help create the brand and advertising should FOLLOW to help maintain the brand. Lots of examples from brands we are familiar with should be helpful to readers.

  • Leader Summaries
    2018-11-03 12:40

    Desde Leader Summaries recomendamos la lectura del libro La caída de la publicidad y el auge de las RR. PP., de Al Ries.Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, publicidad y relaciones públicas.En el siguiente enlace tienes el resumen del libro La caída de la publicidad y el auge de las RR. PP., Cómo utilizar las relaciones públicas para construir marcas creíbles: La caída de la publicidad y el auge de las RR. PP.

  • Amanda Petriglia
    2018-11-12 11:47

    This book was a hard read - the writing is, to be nice, not that great. It took me far longer than usual to get through. However, the underlying concepts made a lot of sense. I tend to agree that building a brand falls on the shoulders of PR, while marketing is able to support it. The book is also in dire need of an update. There are far more relevant examples from the last ten years that would work to support their main points. And some of their predictions are a bit embarrassing. For example, they comment that they "don't think 3G phones will become big business..." Oops.

  • Inggita
    2018-11-18 09:55

    nothing new was learned - except that there were vivid illustrations of why the premise is right - didn't buy it entirely although my practice/profession should rely on it. PR can be more powerful, but human beings are complicated creatures with different buttons to push for different cultures and subcultures - some can only be pushed by the offerings of advertising (art, images, entertainment) - it's like narrative v. documentary - one works on different level to different type of people and the others don't.

  • Ashley Bessire
    2018-10-23 09:43

    Ries is one of the best and most knowledgeable sources on the subject of marketing/ad/pr, thus my curiosity to read his book. the case stories are very interesting but at times he seems to repeat himself...alot. i guess he´s just trying to drive his point, though. the general message is a good one: ¨PR creates brands, advertising maintains them.¨ a good read only if you are interested in the advertising/pr/marketing industry.

  • Víctor Pacheco
    2018-11-17 09:40

    Me llamó la atención su título controversial que me costaba un poco creer y que después terminó convenciéndome. Al Ries tiene un buen punto y lo justifica perfectamente, pero creo que pocos le harán caso por el gran negocio que representa la publicidad. Soy seguidor de varios de sus libros y este es muy recomendable, sobre todo si ya leyeron las "22 leyes inmutables de la marca"; pues es como una gran extensión de éste.

  • Danny Guzmán
    2018-11-10 14:01

    A final de cuentas resulta muy repetitivo, lo que sí es que es rico en ejemplos que ilustra los puntos que defienden y atacan tanto a las Relaciones Públicas como a la Publicidad. Fue escrito hace más de 10 años por lo que lo consideraría un libro 'teoría' que nos deja comprobar, gracias a nuestra experiencia, qué esa era la tendencia.

  • Katie
    2018-11-07 12:42

    This preaches to the choir in the worst possible way.Perhaps it's ideal for non-PR practitioners, advertising people, the like, who could truly benefit from this insight.For me, it was just example after example meant to stroke my ego. And that's why it gets 3 stars, not 2. I love me some good ego-stroking.

  • Sonit Agrawal
    2018-11-05 05:32

    Would have been more effective if the author had not constantly attempted to paint an evil and useless painting of advertising. As a result, the book hinges on borderline propaganda. Nevertheless, a good read with proper examples. Despite all its fault, succeeds in publicizing Public Relations.PS: Ries couldn't be more wrong about Amazon. ;)

  • Nosemonkey
    2018-10-30 13:41

    Badly dated in places thanks to using 2002 examples all the time (predictions of the failure of 3G phones and of stand out, along with taking the piss out of Apple). But still makes a good case on the benefits of PR over advertising, with some handy case studies - and all written in a snappy, highly readable way that enables speedy reading. Chugged the lot in two short sessions.

  • Natalie
    2018-11-15 07:33

    I had to read this book for my public relations class and it was so boring. The authors have some good points and examples, but they beat everything around the bush. Also, the title doesn't really make any sense.They never talk about an era during which advertising started going under and PR started to make a boom.

  • Ray Martin
    2018-10-27 09:41

    This book does deliver on it's title. In almost all instances advertising cost more that it returns. After reading this book I was able to implement a very effective PR campaign for our company. However recently I have found PR to be less and less effective, and we are entering into the fall of PR and the rise of social media.

  • Joana Botelho
    2018-10-23 05:54

    O livro A Queda da Publicidade e a Ascensão das Relações Públicas explica o papel complementar que as RP e a Publicidade têm na comunicação. Demonstrando a real função da publicidade, esta obra demonstra que as RP são fundamentais na criação da marca dando-lhe credibilidade.Leia tudo em:

  • Akbar
    2018-11-06 08:02

    Advertising is never fall. Maybe the conventional ones yes, that's way we always try to invent the non-conventional advertising, because business will always needs advertisement.Advertising & PR, you can't separate them.