The Fall Of Advertising And The Rise Of PR

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, this book 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 favour 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, this book is bound to turn the world of marketing upside down.