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| 电子书 | THE FALL OF ADVERTISING & THE RISE OF PR |
| 分类 | 电子书下载 |
| 作者 | AL RIES |
| 出版社 | Harper Paperbacks |
| 下载 |
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| 介绍 |
编辑推荐 Thirty years ago, A1 cowrote a series of articles for Advertising Age entitled "The Positioning Era Cometh." They were an instant hit. Almost overnight, positioning became a buzzword among advertising and marketing people. If we were writing the same articles for the same publication today, our title would have to be "The Public Relations Era Cometh." Wherever we look, we see a dramatic shift from advertising-oriented marketing to public-relations-oriented marketing. 目录 Introduction PART ONE The Fall of Advertising 1. Advertising and Car Salesmen 2. Advertising and Art 3. Advertising and Creativity 4. Advertising and Awards 5. Advertising and Awareness 6. Advertising and Sales 7. Advertising and the Dotcoms 8. Advertising and Credibility 9. The Search for Alternatives PART TWO The Rise of PR 10. The Power of a Third Party 11. Building a New Brand with PR 12. Rebuilding an Old Brand with PR 13. Establishing Your Credentials 14. Rolling Out Your Brand 15. Building an Educational Brand 16. Building a Geographic Brand 17. Building a Booze Brand 18. The Missing Ingredient 19. Dealing with Line Extensions 20. Dealing with Names PART THREE A New Role for Advertising 21. Maintaining the Brand 22. Keeping On Course 23. Firing On All Cylinders PART FOUR The Differences Between Advertising and PR 1. Advertising Is the Wind. PR Is the Sun 2. Advertising Is Spatial. PR Is Linear 3. Advertising Uses the Big Bang. PR Uses the Slow Buildup 4. Advertising Is Visual. PR Is Verbal 5. Advertising Reaches Everybody. PR Reaches Somebody 6. Advertising Is Self-Directed. PR Is Other-Directed 7. Advertising Dies. PR Lives 8. Advertising Is Expensive. PR Is Inexpensive 9. Advertising Favors Line Extensions. PR Favors New Brands 10. Advertising Likes Old Names. PR Likes New Names 11. Advertising Is Funny. PR Is Serious 12. Advertising Is Uncreative. PR Is Creative 13. Advertising Is Incredible. PR Is Credible 14. Advertising Is Brand Maintenance. PR Is Brand Building PART FIVE Postscripts P.S. for Management P.S. for Advertising P.S. for PR Index |
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