Página InicialGruposDiscussãoMaisZeitgeist
Pesquisar O Sítio Web
Este sítio web usa «cookies» para fornecer os seus serviços, para melhorar o desempenho, para analítica e (se não estiver autenticado) para publicidade. Ao usar o LibraryThing está a reconhecer que leu e compreende os nossos Termos de Serviço e Política de Privacidade. A sua utilização deste sítio e serviços está sujeita a essas políticas e termos.

Resultados dos Livros Google

Carregue numa fotografia para ir para os Livros Google.

A carregar...

The Fall of Advertising and the Rise of PR (2002)

por Al Ries, Laura Ries

MembrosCríticasPopularidadeAvaliação médiaDiscussões
2121126,691 (3.46)Nenhum(a)
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, The Fall of Advertising 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 favor 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, The Fall of Advertising is bound to turn the world of marketing upside down.… (mais)
Nenhum(a)
A carregar...

Adira ao LibraryThing para descobrir se irá gostar deste livro.

Ainda não há conversas na Discussão sobre este livro.

While quite (and sometimes laughably) dated more than ten years after publication, this is still at least a somewhat relevant book, although today "social media" has replaced "PR" as the dominant form of "soft advertising."

Some of the examples included here seem absolutely ridiculous now, and I have to say I'm not overly impressed with some of the strategies these authors have put forth as serious suggestions (i.e. changing the names of Guatemala to Guatamaya, and Cuzco to La Ciudad de las Incas, in order to attract more tourists). But the book does lay out a strategy that was in the early 2000s widely embraced, before Facebook and Twitter-style social media took hold.

A bit too full of bullet-points and unsupported anecdotal suggestions for my taste, but interesting as an artifact of a particular moment. ( )
1 vote JBD1 | Sep 16, 2013 |
sem críticas | adicionar uma crítica

» Adicionar outros autores

Nome do autorPapelTipo de autorObra?Estado
Al Riesautor principaltodas as ediçõescalculado
Ries, Lauraautor principaltodas as ediçõesconfirmado
Tem de autenticar-se para poder editar dados do Conhecimento Comum.
Para mais ajuda veja a página de ajuda do Conhecimento Comum.
Título canónico
Título original
Títulos alternativos
Data da publicação original
Pessoas/Personagens
Locais importantes
Acontecimentos importantes
Filmes relacionados
Epígrafe
Dedicatória
Primeiras palavras
Citações
Últimas palavras
Nota de desambiguação
Editores da Editora
Autores de citações elogiosas (normalmente na contracapa do livro)
Língua original
DDC/MDS canónico
LCC Canónico

Referências a esta obra em recursos externos.

Wikipédia em inglês (1)

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, The Fall of Advertising 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 favor 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, The Fall of Advertising is bound to turn the world of marketing upside down.

Não foram encontradas descrições de bibliotecas.

Descrição do livro
Resumo Haiku

Current Discussions

Nenhum(a)

Capas populares

Ligações Rápidas

Géneros

Sistema Decimal de Melvil (DDC)

659Technology Management and auxiliary services Advertising And Public Relations

Classificação da Biblioteca do Congresso dos EUA (LCC)

Avaliação

Média: (3.46)
0.5
1 1
1.5
2 6
2.5
3 5
3.5 1
4 5
4.5
5 7

É você?

Torne-se num Autor LibraryThing.

 

Acerca | Contacto | LibraryThing.com | Privacidade/Termos | Ajuda/Perguntas Frequentes | Blogue | Loja | APIs | TinyCat | Bibliotecas Legadas | Primeiros Críticos | Conhecimento Comum | 203,206,480 livros! | Barra de topo: Sempre visível