The Fall of Advertising and the Rise of PR 在線電子書 圖書標籤: PR Advertising 廣告 公共關係 marketing 裏斯 營銷 PR-AD-MKT
發表於2024-11-25
The Fall of Advertising and the Rise of PR 在線電子書 pdf 下載 txt下載 epub 下載 mobi 下載 2024
公關第一,廣告第二。
評分1、各種標題黨;2、翻譯爛得直追我翻的那本書
評分淺顯易懂
評分有點矯枉過正。個彆觀點可取。
評分嗬嗬。。。用來寫book review...
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.
在綫閱讀本書
Publicity first, advertising second: This is the provocative message that marketing gurus Al and Laura Ries deliver with THE FALL OF ADVERTISING. The bestselling authors of THE 22 IMMUTABLE LAWS OF BRANDING are back, this time revealing a startling and crucial development in marketing, the shift from advertising-oriented marketing to PR-oriented marketing. Today's brands are born with publicity, not advertising. A closer look at the history of many major brands shows this to be true. In fact an astonishing number of brands, including the Body Shop, Starbucks, Wal-Mart, Beanie Babies, Oracle and Yahool, have been built with virtually no advertising. With case histories and a step-by-step plan for creating buzz in the PR era, THE FALL OF ADVERTISING shows readers how to: *Give up the cherished big-bang approach in favour of a slow build-up *Create a category *Use PR to communicate a brand's credentials *Select the perfect spokesperson *Roll out a programme *Develop a healthy relationship with the media Bold and accessible, THE FALL OF ADVERTISING tells how and why publicity will assume the major role in product launches, with advertising solidifying brands rather than creating them. This will be the essential primer on brand-building in the public relations era.
难以想象这是一位大师的著作。尽管这位“大师”引经据典的,举了很多例子,说明了广告正在衰落;甚至说,对于当下广告作为打造品牌的手段是无用的,我仍然觉得它是那么的苍白无力。 到了第二部分,我本想看看他是如何讲解进行公关,以及一些注意事项的。...
評分在风与太阳的寓言故事中,将广告比作猛烈的风、公关比作温暖的太阳,似乎作者的观点确实有些道理——广告虽然猛烈,但用错了地方;公关温柔,却有效。这本将近300余页的书中列举了大量美国本土的案例,来说明作者“公关在崛起,广告在没落”的观点。具体来看,全书被划...
評分在看这本书以前,我基本上将公关=危机。也就是说。PR只有在危机产生的时候才需要用到。品牌的建立应该是依靠广告。可这本东西不断告诉我,我错了。 说到这个我总是忍不住想起这图,因为实在是太经典了。 http://ww2.sinaimg.cn/large/55696d09jw1e3jd76f5jaj.jpg 这本书一直...
評分下午没事做在公司的书库里找书看 看到这老头和他女儿写的书,还蛮新的,便拿来读 还以为能有什么公关的成功案例和经验之谈来分享一下 谁知道通篇整本书都在讲广告怎么怎么要消亡 公关怎么怎么非代替广告不可 然后是大量举例论证 证明了整本书 妈呀~ 是故意炒作还是这老头跟...
The Fall of Advertising and the Rise of PR 在線電子書 pdf 下載 txt下載 epub 下載 mobi 下載 2024