Fall of Advertising and the Rise of PR

<p>Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. <p>Today's major brands are born with publicity not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact an astonishing number of brands including Palm Starbucks the Body Shop Wal-Mart Red Bull and Zara have been built with virtually no advertising. <p>Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns <em>The Fall of Advertising</em> provides valuable ideas for marketers -- all the while demonstrating why <ul><li>advertising lacks credibility the crucial ingredient in brand building and how only PR can supply that credibility; <li>the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; <li>advertising should only be used to maintain brands once they have been established through publicity.</li></ul><p>Bold and accessible <em>The Fall of Advertising</em> is bound to turn the world of marketing upside down.</p>