The Fall of Advertising and the Rise of PR

World-renowned marketing strategists and bestselling authors Al and Laura Ries usher in "The Public Relations Era," dramatizing the dominance of PR over advertising.

Introduction

xi

PART ONE The Fall of Advertising

1. Advertising and Car Salesmen

3

(12)

2. Advertising and Art

15

(8)

3. Advertising and Creativity

23

(10)

4. Advertising and Awards

33

(10)

5. Advertising and Awareness

43

(6)

6. Advertising and Sales

49

(12)

7. Advertising and the Dotcoms

61

(12)

8. Advertising and Credibility

73

(8)

9. The Search for Alternatives

81

PART TWO The Rise of PR

10. The Power of a Third Party

89

(8)

11. Building a New Brand with PR

97

(22)

12. Rebuilding an Old Brand with PR

119

(8)

13. Establishing Your Credentials

127

(6)

14. Rolling Out Your Brand

133

(10)

15. Building an Educational Brand

143

(6)

16. Building a Geographic Brand

149

(8)

17. Building a Booze Brand

157

(6)

18. The Missing Ingredient

163

(8)

19. Dealing with Line Extensions

171

(12)

20. Dealing with Names

183

(14)

PART THREE A New Role for Advertising

21. Maintaining the Brand

197

(14)

22. Keeping On Course

211

(12)

23. Firing On All Cylinders

223

(16)

PART FOUR The Differences Between Advertising and PR

1. Advertising Is the Wind. PR Is the Sun

239

(2)

2. Advertising Is Spatial. PR Is Linear

241

(2)

3. Advertising Uses the Big Bang. PR Uses the Slow Buildup

243

(2)

4. Advertising Is Visual. PR Is Verbal

245

(2)

5. Advertising Reaches Everybody. PR Reaches Somebody

247

(2)

6. Advertising Is Self-Directed. PR Is Other-Directed

249

(2)

7. Advertising Dies. PR Lives

251

(2)

8. Advertising Is Expensive. PR Is Inexpensive

253

(2)

9. Advertising Favors Line Extensions. PR Favors New Brands

255

(2)

10. Advertising Likes Old Names. PR Likes New Names

257

(2)

11. Advertising Is Funny. PR Is Serious

259

(2)

12. Advertising Is Uncreative. PR Is Creative

261

(2)

13. Advertising Is Incredible. PR Is Credible

263

(2)

14. Advertising Is Brand Maintenance. PR Is Brand Building

265

(4)

PART FIVE Postscripts

P.S. for Management

269

(4)

P.S. for Advertising

273

(4)

P.S. for PR

277

(4)

Index

281

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The Fall of Advertising and the Rise of PR

Summary

Table of Contents

Supplemental Materials