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The fall of advertising and the rise of PR/ Al Ries and Laura Ries.

By: Ries, AlMaterial type: Text

TextPublication details: New York: HarperCollins, 2002Description: 293 p. ill. 23 cmISBN: 9780060081997Subject(s): Public relations | Advertising | Brand name productsDDC classification: 659

Contents:

The Fall of Advertising -- Advertising and Car Salesmen -- 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 Alternatives -- 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 Out Your Brand -- Building an Educational Brand -- Building a Geographic Brand -- Building a Booze Brand -- The Missing Ingredient -- Dealing with Line Extensions -- Dealing with Names -- A New Role for Advertising -- Maintaining the Brand -- Keeping On Course -- Firing On All Cylinders -- 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 -- P.S. for Management -- P.S. for Advertising -- P.S. for PR.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
General Books	Central Library, Sikkim University General Book Section	659 RIE/F (Browse shelf(Opens below))	Available		P18247

Total holds: 0

The Fall of Advertising --
Advertising and Car Salesmen --
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 Alternatives --
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 Out Your Brand --
Building an Educational Brand --
Building a Geographic Brand --
Building a Booze Brand --
The Missing Ingredient --
Dealing with Line Extensions --
Dealing with Names --
A New Role for Advertising --
Maintaining the Brand --
Keeping On Course --
Firing On All Cylinders --
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 --
P.S. for Management --
P.S. for Advertising --
P.S. for PR.

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