{"product_id":"the-fall-of-advertising-and-the-rise-of-pr-9780060081997","title":"The Fall of Advertising and the Rise of PR","description":"\u003cp\u003e • Author(s): Al Ries\u003cbr\u003e • Publisher: HarperBusiness\u003cbr\u003e • Publisher Imprint: HarperBusiness\u003cbr\u003e • BISAC: Public Relations\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eBestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. \u003c\/p\u003e\u003cp\u003eToday'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. \u003c\/p\u003e\u003cp\u003eUsing in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, \u003cem\u003eThe Fall of Advertising\u003c\/em\u003e provides valuable ideas for marketers -- all the while demonstrating why \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eadvertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; \u003c\/li\u003e\n\u003cli\u003ethe big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; \u003c\/li\u003e\n\u003cli\u003eadvertising should only be used to maintain brands once they have been established through publicity.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eBold and accessible, \u003cem\u003eThe Fall of Advertising\u003c\/em\u003e is bound to turn the world of marketing upside down.\u003c\/p\u003e","brand":"HarperBusiness","offers":[{"title":"Paperback","offer_id":45117320757399,"sku":"9780060081997","price":1084.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9780060081997.webp?v=1767272946","url":"https:\/\/atlanticbooks.com\/products\/the-fall-of-advertising-and-the-rise-of-pr-9780060081997","provider":"Atlantic Books","version":"1.0","type":"link"}