The fall of advertising and the rise of PR
Al Ries; Laura Ries
New York: HarperBusiness, 2002
ISBN: 978-0060081997
LCC: HF5823.R642 2002
Claims that advertising has lost almost all credibility with consumers, and that public relations and positive press are more effective means of building a brand. The most interesting point is that traditional advertising is only effective as positive reinforcement for “megabrands” that already enjoy widespread consumer acceptance.
Tags: books, advertising, public relations, Ries
