- Tapa blanda: 320 páginas
- Editor: HarperBusiness; Edición: 1st HarperBusiness Pbk. Ed (24 de mayo de 2004)
- Idioma: Inglés
- ISBN-10: 0060081996
- ISBN-13: 978-0060081997
- Valoración media de los clientes: 1 opinión de cliente
Clasificación en los más vendidos de Amazon:
nº7.024 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
- n.° 61 en Marketing
- n.° 159 en Economía (Libros en idiomas extranjeros)
- n.° 474 en Empresa, estrategia y gestión (Libros en idiomas extranjeros)
The Fall of Advertising and the Rise of PR (Inglés) Tapa blanda – 24 may 2004
Compra este producto y disfruta de 90 días gratis de Amazon Music Unlimited
Después de tu compra, recibirás un email con más información sobre cómo disfrutar de 90 días gratuitos de Amazon Music Unlimited. Descúbrelo
Los clientes que compraron este producto también compraron
Descripción del producto
The Rieses don't expect brand advertising to go away, but argue that it should be reserved for promoting mature brands -- Harvard Business Review "The book makes a plausible case in an engaging, example-rich style." -- Harvard Business Review
Reseña del editor
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.Ver Descripción del producto
No es necesario ningún dispositivo Kindle. Descárgate una de las apps de Kindle gratuitas para comenzar a leer libros Kindle en tu smartphone, tablet u ordenador.
Obtén la app gratuita:
Detalles del producto
Si eres el vendedor de este producto, ¿te gustaría sugerir ciertos cambios a través del servicio de atención al vendedor?
1 opinión de cliente
Valorar este producto
Ha surgido un problema al filtrar las opiniones justo en este momento. Vuelva a intentarlo en otro momento.
Opiniones de clientes más útiles en Amazon.com
The Rieses promise a new angle on their tried-and-true formula. Disappointingly, "The Fall of Advertising" is just a rehash of earlier work that reduces the field of public relations to press agentry. While Al Ries describes himself as “legendary,” he and his co-author manage to completely misunderstand the strategic value of public relations.
Al Ries has made a fortune repeating the same ideas with new headlines. In 1972, he and Jack Trout published “The Positioning Era Cometh” in "Advertising Age" magazine, itself an extension of a 1969 "Industrial Marketing" article. In these articles (and their first book, "Positioning"), they argued that the advertising landscape required a shift in philosophy from “image,” where a brand’s reputation was the most important factor in its success or failure, to “positioning,” where a brand’s success was to be determined by “what the advertising does for the product in the prospect's mind.”
Ries and Trout turned the popularity of these articles into four books, including the still-popular "22 Immutable Laws of Marketing." Through these and six books additional (on his own or with Laura), Ries has not introduced any more truly new ideas.
"The Fall of Advertising" should have been limited to a trade journal article. The book is summed-up in the third and fourth paragraphs of the introduction: “You can’t launch a new brand with advertising because advertising has no credibility,” and, “You can launch new brands only with publicity or public relations [which] allows you to tell your story indirectly through third-party outlets, primarily the media.” The authors proceed to repeat variations of these two maxims for the rest of the book (“credibility” appears no less than 47 times). They add bits of anecdotal “evidence” along the way, more often than not citing the same brands—Duracell and Energizer; Hertz and Avis; Coke and Pepsi; Budweiser and Miller—used in many of their previous works.
The failure of "The Fall of Advertising" lies not with its assertions. Most of what the Rieses say is largely true, if overly simplified. Few would argue that consumers trust a journalist’s product review more than they trust an advertisement. The book’s failure is that, in addition to short-selling the complex field of public relations, so many of their bold predictions have become so demonstrably, horribly wrong. These failed predictions fatally undermine the book’s credibility.
Al Ries is not afraid to make bold predictions. Among his predictions in "Marketing," he said Microsoft would become a high-profile failure like IBM for trying to extend its dominance of the operating system market into dominance of the business software market. He doubted Of-fice’s ability to overtake Lotus, WordPerfect, and Harvard Graphics (remember them?). Accord-ing to business data company Statista, nearly one in five enterprise software dollars worldwide now goes to Microsoft.
The bold predictions don’t stop in "Fall." The Rieses fault Procter and Gamble for the Crest Whitestrips product, predicting its failure due to: launching the product with advertising instead of publicity; using a “line extension” name (thus weakening Crest’s position in toothpaste); and “failing to give the product a meaningful category name.” Again, according to Statista, in 2007-8 (five years after "Fall’s" publication), three of the top four tooth-whitening strip brands were Crest products, accounting for a combined $130.1 million in sales, or 56 percent of the market.
Most incredibly, the Rieses predicted, “We don’t think that 3G phones are going to be-come a big business.” After reading this (especially if reading the Kindle version on an iPhone), it is tempting to dismiss the rest of the book.
But the “Postscript” is where the Rieses get the most right, and also the most wrong. They argue that advertising continues to dominate public relations partly due to advertising’s hold on the business curriculum, citing a survey which found, “more than half of MBA programs offered coursework in advertising, but only twelve offered coursework in PR.” They also cor-rectly point out that PR is second-fiddle to advertising because “Nine out of the ten largest U.S. PR firms are owned by just three ad conglomerates,” with Edelman the lone exception.
But they also completely miss the point of strategic public relations, which is the final nail in the coffin for their arguments. Their narrow view of public relations as nothing more than a way to deliver marketing messages through earned media is completely off the mark. They criticize public relations practitioners for being “the voice of the consumer inside the corporation, rather than the voice of the corporation itself.” They further state, “Too many PR professionals would rather counsel the CEO than work in the trenches with the marketing folks.”
They criticize the industry for focusing on “facilitating the exchange of value in our world” rather than “building brands” (and in their own words, “everything is a brand”).
The power of public relations lies not just in its ability to add credibility to nascent brands. It can do that for sure. The real power of public relations, the strategic value it brings to a company, goes beyond the narrow confines of marketing. The value of public relations lies in its ability to facilitate a conversation between company and consumer, helping the company to understand the wants and needs of is customers. The customer needs a voice within the company; public relations provides that voice. That might not fit Al and Laura Ries’s vision of what public relations should be, but their vision of public relations is as wrong as their vision for 3G phones.
It is also painfully obvious the writers have no clue as to what consumers want. They talk about the convergence of products and how this is a fad that wont catch-on, examples used included interconnect phones.
Really this book should be called Bad Advertising Dissected. It is almost painful to read this book. I feel dumber for having wasted my time reading this "book".
Save your time, read something else, and let this book fall into obscurity where it belongs.
Al Ries says ?No!? People have become so bombarded with advertisements that they become trained to ignore them. Advertising alone has lost its credibility. We are in a new age where public relations are more important ? the use of media and other sources of credibility must be used to promote your product.
?Fall of Adversing? is filled with examples demonstrating how advertising has lost its effectiveness. Even successful ad campaigns like the famous Taco Bell dog have only subtracted from revenues. Sales went down and Taco Bell blamed the chiuauah. As Jay Leno noted, ?Do you think it?s the food?!?
Ries goes on to explain that successful products are built through recommendations from credible sources. Amazon.com was built through word-of-mouth. Volvo became a success after the media promoted its safety features. I even decided to buy this book because of a CNBC interview with Laura Ries!
This book is a great read if you are at the executive level or involved in marketing operations. Hundreds of examples are cited and the final chapters end with a special note written for managers, PR, and marketing people to help create more effective strategies.
There are some weak points. A good half of the book reemphasizes brand-building techniques found in other books written by Al Ries. It is also focused on the multi-billion dollar ad campaigns started by large companies like Pepsi. But nevertheless, it is well written and enjoyable to read.