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.

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