{"product_id":"9780060081997","title":"The Fall of Advertising and the Rise of PR","description":"\u003ctable\u003e\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eAuthor\/Contributor(s):\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003eRies, Al; Ries, Laura\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003ePublisher:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd\u003eHarper Business\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eDate:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd\u003e5\/11\/2004\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eBinding:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003ePaperback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eCondition:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003eNEW\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\u003c\/table\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":"Harper Business","offers":[{"title":"Default Title","offer_id":46796927762687,"sku":"9780060081997","price":14.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0452\/0886\/2873\/files\/9780060081997_s600x595.jpg?v=1779895299","url":"https:\/\/massivebookshop.com\/products\/9780060081997","provider":"MASSIVE BOOKSHOP","version":"1.0","type":"link"}