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Ebook Caderea advertisingului si ascensiunea PR-ului by Al Ries read! Book Title: Caderea advertisingului si ascensiunea PR-ului
The author of the book: Al Ries
Edition: Brandbuilders
Date of issue: 2004
ISBN: No data
ISBN 13: No data
Language: English
Format files: PDF
The size of the: 38.18 MB
City - Country: No data
Loaded: 2868 times
Reader ratings: 7.9

Read full description of the books:



In The Fall of Advertising and the Rise of PR, longtime marketing strategist Al Ries and his daughter/business partner Laura Ries offer solid arguments championing the latter over the former for modern-day brand building. Such a stance is hardly new for these two, who have jointly, individually, and with others written eight previous books on related topics since Al penned The Positioning Era Cometh for Advertising Age some three decades ago. What's fresh this time is the dissection of contemporary corporate hits--like Starbucks, Botox, eBay, and even Harry Potter--that have eschewed traditional advertising and nevertheless soared to the top through the savvy use of public relations. The authors spend the first part of the book discussing how advertising lost credibility among consumers as it became more of a creative art than a sales tool, and the second part showing how PR subsequently supplanted it in effectiveness. Using the above examples and others, they explain how such practices can work in various situations (building a new brand, rebuilding an old one, dealing with line extensions, etc.), as well as ways advertising can still be usefully employed (primarily to maintain a brand and "keep it on course"). The result is both provocative and practical. --Howard Rothman


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Read information about the author

Ebook Caderea advertisingului si ascensiunea PR-ului read Online! Al Ries is a marketing professional and author. He is also the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries coined the term "positioning", as related to the field of marketing, and authored Positioning: The Battle For Your Mind, an industry standard on the subject.
Ries graduated from DePauw University in 1950 with a degree in liberal arts and accepted a position with the advertising department of General Electric before founding his own advertising agency in New York City, Ries Cappiello Colwell, in 1963. The agency later changed to a marketing strategy firm, Trout & Ries.
In 1972, again cooperating with Trout, Ries co-authored a three-part series of articles declaring the arrival of the "Positioning Era" in Advertising Age magazine, promoting their concept of positioning.
In 1994, Ries founded Ries & Ries with his daughter Laura a recent graduate of Northwestern University and TBWA advertising account executive.
Ries was selected as one of the most influential people in the field of public relations in the 20th century by PR Week magazine in 1999. Ries has also written a number of books that have made the BusinessWeek best seller list on a number of occasions.


Reviews of the Caderea advertisingului si ascensiunea PR-ului


BENJAMIN

My life was divided into two halves: before and after reading the book!

AUSTIN

Poignant book.

EVIE

The phone number must be written to protect against robots

WILLIAM

This book would read to every man for ...

ELIZABETH

The book is a masterpiece that makes a richer soul, speech, and wider horizon.




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