The Fall of Advertising and the Rise of PR
Author: Al Ries, Laura Ries
List Price: $24.95
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ISBN: 0060081988
Publisher: HarperBusiness (20 August, 2002)
Sales Rank: 3,075
Average Customer Rating: 2.96 out of 5
Customer Reviews
Rating: 5 out of 5
Ries and Trout
Most of us in marketing have grown up on a steady diet of Al Ries and Jack Trout. From their first foray into publishing with "Positioning" in the 70's, these guys have set new paradigms for how we think about the work we do and given us new insights into better ways to serve our clients. This book is no exception.Like 'Positioning,' 'Marketing Warfare,' and 'Bottom Up Marketing,' which preceded it, this book by Al Ries is an oversimplification, BUT that doesn't detract from the basic premise that advertising can guarantee us placement, frequency and position, but it can't give us credibility.
I read the other reviews posted here with interest. Based on the response of the other reviewers, I guess we all take ourselves a little too seriously.
The point of the book is to focus on our radical over-emphasis on the tool of advertising over the tool of PR, and the apparent inability of advertising to free itself from the campaign thinking that often does more harm than good for the clients that we are trying to represent.
It's a fun read, and if it doesn't make you sit back and take a long look at your own 'strategic' thinking, maybe you should read it again.
Rating: 5 out of 5
A Vision for Public Relations
This book is arguably the most important book for an up and coming PR rock star. It's a quick and concise read that inhibits the reader from setting the book down. It has an obvious command of research, insight and principle. For those account executives with the mind for vision and strategy -- this book is a must read. Indeed it may just define the future leadership of the PR industry. The Fall of Advertising and the Rise of PR makes a credible argument for the brand building function and subsequent market leadership success, which only insightful public relations campaigns can establish. To that end, this book is the application of value-added integration that author Thomas L. Harris discussed in years gone by. This book articulates a vision and path to follow for the public relations industry.
Additionally, Ries & Ries have an unparalleled understanding of task and purpose. As this book rightfully, if not partially, contends, we PR folks should redefine the constructs of our mission and duty description. Perhaps then we can even launch something of a brand of our own.
Rating: 3 out of 5
The rise of PR
Most parts of this book impressed me, however some parts did not and it often seemed to point ou the obvious. They did a good job distinguishing the different between advertising and PR but using different examples to show how PR is more modern than advertising yet we view the advertising ass classic and somewhat essential. However, sometimes they drag on with exlaining the difference, and use too many example in a row that may throw people off. The thing I liked is that when distinguishing advertising and PR, they try not to show how they are different, but how it is impossible for them to be the same. This led into how nothing can be mass produced without PR. Similar Products
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Positioning: The Battle for Your Mind
The End of Advertising as We Know It
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Book Index