Ries Al, Ries Laura
The Fall of Advertising and the Rise of PR
Santrauka: This book created more controversy than any other book we have written. Here are some of its key ideas. Most recent brands were built by PR. 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 at all. Advertising lacks credibility. The crucial ingredient in brand building is credibility, an ingredient that only PR can supply. The big bang approach is obsolete. Traditionally new brands were launched with a big-bang advertising approach. That concept should be abandoned today in favor of a slow build-up by PR. Advertising has an important role to play. But not in launching brands. Advertising should be used to maintain brands once they have been established through publicity.