TY  - BOOK
AU  - Ries, Al 
TI  - The fall of advertising and the rise of PR
SN  - 9780060081997
U1  - 659  
PY  - 2002///
CY  - New York
PB  - HarperCollins
KW  - Public relations
KW  - Advertising
KW  - Brand name products
N1  - 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
ER  -