| Description |
xxi, 295 pages : illustrations ; 22 cm |
|
regular print |
| Contents |
Pt. 1. 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 -- Pt. 2. The Rise of PR. 10. The Power of a Third Party. 11. Building a New Brand with PR. 12. Rebuilding and 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 -- Pt. 3. A New Role for Advertising. 21. Maintaining the Brand. 22. Keeping On Course. 23. Firing On All Cylinders -- Pt. 4. 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 -- Pt. 5. Postscripts. P.S. for Management. P.S. for Advertising. P.S. for PR |
| Summary |
Provides valuable ideas for marketers and demonstrates why advertising lacks credibility and should only be used to maintain established brands |
| Notes |
Includes index |
| SUBJECT |
Communication textbook series. Public relations. http://id.loc.gov/authorities/names/n92019482
|
| Subject |
Advertising.
|
|
Brand name products.
|
|
Public relations.
|
| Author |
Ries, Laura.
|
| LC no. |
2002023294 |
| ISBN |
0060081988 |
|
