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　　分類: 图书,进口原版书,经管与理财 Business & Investing ,

作者： Al Ries著

出 版 社： 音像供货

出版时间： 2002-3-1字数：版次： 1页数： 295印刷时间：开本： 32开印次： 1纸张：I S B N ： 9780060081980包装： 精装内容简介

Marketing strategists Ries and Ries spend all 320 pages of their latest book arguing one point: skillful public relations is what sells, not advertising. Case in point: the failure of Pets.com's sock puppet ads. However, in a chapter devoted to dot-com advertising excesses, the authors never mention that many dot-coms had miserable business plans and neophyte management. (The Rieses may be counting on the sock puppet to sell another commodity, as a deflated sock puppet dominates the book's jacket.) Today, most small companies aren't bloated with venture capital to buy TV ads, yet the book has little practical advice on how these companies' executives should use public relations, particularly PR's most important role: crisis control. Some readers might resent paying $24.95 for what amounts to an advertisement for pricey PR consulting firms like Ries & Ries. The authors frequently poke fun at the most outrageous TV ads of recent years, paralleling Sergio Zyman's The End of Advertising As We Know It (reviewed above), a more thoughtful critique of current advertising trends. The inherent flaw in the Rieses' logic: time and again they cite ad campaigns for new products that are "off message" and then say how much sales declined; this supports the notion that products and services are sold by good advertising. Although their book is occasionally entertaining, the argument is simplistic and self-serving. Illus.

Copyright 2002 Cahners Business Information, Inc.

目录

Introduction

PART ONEThe 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

……

PART Postscripts

Index

 

 

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