The Fall of Advertising and the Rise of PR广告的衰落和公关的崛起（公关第一、广告第二） mobi 下载 fb2 夸克云 azw3 网盘 pdf pmlz

Marketing strategists Ries and Ries spend all 320 pages of their latest book arguing one point: skillful public relations is what sells, not advertising. Case in point: the failure of Pets.com's sock puppet ads. However, in a chapter devoted to dot-com advertising excesses, the authors never mention that many dot-coms had miserable business plans and neophyte management. (The Rieses may be counting on the sock puppet to sell another commodity, as a deflated sock puppet dominates the book's jacket.) Today, most small companies aren't bloated with venture capital to buy TV ads, yet the book has little practical advice on how these companies' executives should use public relations, particularly PR's most important role: crisis control. Some readers might resent paying $24.95 for what amounts to an advertisement for pricey PR consulting firms like Ries & Ries. The authors frequently poke fun at the most outrageous TV ads of recent years, paralleling Sergio Zyman's The End of Advertising As We Know It (reviewed above), a more thoughtful critique of current advertising trends. The inherent flaw in the Rieses' logic: time and again they cite ad campaigns for new products that are "off message" and then say how much sales declined; this supports the notion that products and services are sold by good advertising. Although their book is occasionally entertaining, the argument is simplistic and self-serving. Illus.

Copyright 2002 Cahners Business Information, Inc.

Introduction

PART ONE　The Fall of Advertising

　1. Advertising and Car Salesmen

　2. Advertising and Art

　3. Advertising and Creativity

　4. Advertising and Awards

　5. Advertising and Awareness

　6. Advertising and Sales

　7. Advertising and the Dotcoms

　8. Advertising and Credibility

　9. The Search for Alternatives

PART TWO The Rise of PR

　10. The Power of a Third Party

　11. Building a New Brand with PR

　12. Rebuilding an Old Brand with PR

　13. Establishing Your Credentials

　14. Rolling Out Your Brand

　15. Building an Educational Brand

　16. Building a Geographic Brand

　17. Building a Booze Brand

　18. The Missing Ingredient

　19. Dealing with Line Extensions

　20. Dealing with Names

PART THREE A New Role for Advertising

　21. Maintaining the Brand

　22. Keeping On Course

　23. Firing On All Cylinders

PART FOUR The Differences Between Advertising and PR

　1. Advertising Is the Wind. PR Is the Sun

　2. Advertising Is Spatial. PR Is Linear

……

PART Postscripts

Index

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