The Fall of Advertising

The Fall of Advertising and the Rise of PR by Laura and Al Ries

Review

Authors Al and Laura Ries attempt to put the advertising industry in the back seat, with PR at the helm.
"Advertising is brand maintenance. PR is brand building."
Although the authors make their point magnificently, we must remember that they speak from a branding standpoint, and their view of the marketplace is somewhat lopsided.

Some Choice Quotes:

How many advertising messages is the average person exposed to during an average day? ... guesses ranging up to five thousand per day.
...we tend to tune advertising messages out.

The goal of traditional advertising is not to make product famous. The goal of traditional advertising is to make the advertising famous.

Marketing does not exist to support manufacturing... Manufacturing exists to support marketing.

Advertising, like the Siegfried & Roy show, is incredible in the dictionary definition of the word: "not credible; unbelievable."

Chapter List

PART ONE

The Fall of Advertising
Advertising and Car Salesman
Advertising and Art
Advertising and Creativity
Advertising and Awards
Advertising and Awareness
Advertising and Sales
Advertising and the Dotcoms
Advertising and Credibility
The Search for Alternative

PART TWO

The Rise of PR
The Power of a Third Party
Building a New Brand with PR
Rebuilding an Old Brand with PR
Establishing Your Credentials
Rolling Our Your Brand
Building an Educational Brand
Building a Geographic Brand
Building a Booze Brand
The Missing Ingredient
Dealing with Line Extensions
Dealing with Names

PART THREE

A New Role for Advertising
Maintaining the Brand
Keeping On Course
Firing On All Cylinders

PART FOUR

The Differences Between Advertising and PR
Advertising Is the Wind. PR Is the Sun
Advertising Is Spatial. PR Is Linear
Advertising Uses the Big Bang. PR Uses the Slow Buildup
Advertising Is Visual. PR Is Verbal
Advertising Reaches Everybody. PR Reaches Somebody
Advertising Is Self-Directed. PR Is Other-Directed
Advertising Dies. PR Lives
Advertising Is Expensive. PR Is Inexpensive
Advertising Favors Line Extensions. PR Favors New Brands
Advertising Likes Old Names. PR Likes New Names
Advertising Is Funny. PR Is Serious
Advertising Is Uncreative. PR Is Creative
Advertising Is Incredible. PR Is Credible
Advertising Is Brand Maintenance. PR Is Brand Building

PART FIVE

Postscripts
P.S. for Management
P.S. for Advertising
P.S. for PR