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The Fall of Advertising and the Rise of PR Hardcover – August 20, 2002

by Al Ries (Author), Laura Ries (Author)

4.1 140 ratings

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Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations.

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.

Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why

advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility;
the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR;
advertising should only be used to maintain brands once they have been established through publicity.

Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.

Amazon.com Review

In The Fall of Advertising and the Rise of PR, longtime marketing strategist Al Ries and his daughter/business partner Laura Ries offer solid arguments championing the latter over the former for modern-day brand building. Such a stance is hardly new for these two, who have jointly, individually, and with others written eight previous books on related topics since Al penned The Positioning Era Cometh for Advertising Age some three decades ago. What's fresh this time is the dissection of contemporary corporate hits--like Starbucks, Botox, eBay, and even Harry Potter--that have eschewed traditional advertising and nevertheless soared to the top through the savvy use of public relations. The authors spend the first part of the book discussing how advertising lost credibility among consumers as it became more of a creative art than a sales tool, and the second part showing how PR subsequently supplanted it in effectiveness. Using the above examples and others, they explain how such practices can work in various situations (building a new brand, rebuilding an old one, dealing with line extensions, etc.), as well as ways advertising can still be usefully employed (primarily to maintain a brand and "keep it on course"). The result is both provocative and practical. --Howard Rothman

From Publishers Weekly

Marketing strategists Ries and Ries spend all 320 pages of their latest book arguing one point: skillful public relations is what sells, not advertising. Case in point: the failure of Pets.com's sock puppet ads. However, in a chapter devoted to dot-com advertising excesses, the authors never mention that many dot-coms had miserable business plans and neophyte management. (The Rieses may be counting on the sock puppet to sell another commodity, as a deflated sock puppet dominates the book's jacket.) Today, most small companies aren't bloated with venture capital to buy TV ads, yet the book has little practical advice on how these companies' executives should use public relations, particularly PR's most important role: crisis control. Some readers might resent paying $24.95 for what amounts to an advertisement for pricey PR consulting firms like Ries & Ries. The authors frequently poke fun at the most outrageous TV ads of recent years, paralleling Sergio Zyman's The End of Advertising As We Know It (reviewed above), a more thoughtful critique of current advertising trends. The inherent flaw in the Rieses' logic: time and again they cite ad campaigns for new products that are "off message" and then say how much sales declined; this supports the notion that products and services are sold by good advertising. Although their book is occasionally entertaining, the argument is simplistic and self-serving. Illus.
Copyright 2002 Cahners Business Information, Inc.

From Library Journal

The father-and-daughter authors who previously collaborated on The 22 Immutable Laws of Branding here attempt to explain the difference between advertising and public relations, arguing that PR should be used instead of advertising to launch new brands. Once a brand is established, advertising may then be used to maintain the brand in the consumer's mind. The book is arranged in four chapters, with the first chapter describing the "fall of advertising" and offering examples of failed campaigns such as those for New Coke and Pets.com. Subsequent chapters describe the rise of PR and its effective use by brands like Sony PlayStation and Red Bull, tout the new role advertising can play in maintaining brands, and attempt to finally differentiate between advertising and PR. Throughout, the authors' mantra is "advertising failed, PR would have worked," but they never fully explain how and why PR would have been more successful for the companies and the brands used as examples. An optional purchase for corporate and academic libraries. Stacey Marien, American Univ. Lib., Washington, DC
Copyright 2002 Cahners Business Information, Inc.

From Booklist

Marketing guru Ries and his consulting partner set out to convince us of the need for a shift from advertising-oriented marketing to public relations-oriented marketing. While advertising has long been the primary communication tool for reaching the consumer and is the focus of many corporate budgets, the authors recommend that any new marketing program should start with publicity and use advertising only when PR objectives have been achieved. The first three parts of the book trace the fall of advertising, the rise of PR, and the new role for advertising; part four outlines the differences between advertising and PR; and the final section offers advice on both approaches to the marketplace. This is a persuasive presentation by a respected marketing expert. Those who take issue with the Ries' arguments will compete with them in the consulting arena and perhaps write a book offering different views. Mary Whaley
Copyright © American Library Association. All rights reserved

Review

The Rieses don’t expect brand advertising to go away, but argue that it should be reserved for promoting mature brands — Harvard Business Review

“The book makes a plausible case in an engaging, example-rich style.” — Harvard Business Review

About the Author

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

Print length

320 pages
Language

English
Publisher

Harper Business
Publication date

August 20, 2002
Dimensions

5.5 x 1.05 x 8.25 inches
ISBN-10

0060081988
ISBN-13

978-0060081980
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Product details

Publisher ‏ : ‎ Harper Business; 1st edition (August 20, 2002)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 320 pages
ISBN-10 ‏ : ‎ 0060081988
ISBN-13 ‏ : ‎ 978-0060081980
Item Weight ‏ : ‎ 1.02 pounds
Dimensions ‏ : ‎ 5.5 x 1.05 x 8.25 inches

Best Sellers Rank: #221,473 in Books (See Top 100 in Books)
- #24 in Industrial Marketing (Books)
- #37 in Global Marketing (Books)
- #255 in Advertising (Books)

Customer Reviews:
4.1 140 ratings

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Laura Ries
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Laura Ries is a leading branding and marketing strategist, bestselling author and television personality.
For two decades, Laura has run Ries & Ries, a consulting firm with her partner, father and legendary Positioning pioneer Al Ries.
Together they consult with companies around the world on marketing strategy and are the authors of five books which have been international bestsellers. They have traveled to over 60 countries from Chile to China and India to Indonesia teaching the fundamental principles of brand building.
Laura is a frequent marketing analyst on major news programs from the O'Reilly Factor to Squawk Box. She regularly appears on Fox News, Fox Business, CNBC, CNN, Headline News ABC, CBS, PBS and is frequently quoted in the Wall Street Journal, New York Times, Advertising Age and others.
In 2009, the readers of Advertising Age voted Al's book Positioning as the best marketing book of all time with The 22 Immutable Laws of Branding by Al & Laura Ries coming in close behind in the number three spot.
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Al Ries
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Al Ries is a legendary branding strategist, bestselling author and originator of the concept of Positioning.
In 1972, Al co-authored the now infamous three-part series of articles declaring the arrival of the Positioning Era in Advertising Age magazine. The concept of positioning revolutionized how people viewed advertising and marketing. Marketing was traditionally thought of as communications, but successful brands are those that find an open hole in the mind and then become the first to fill the hole with their brand name.
Since 1994, Al has run Ries & Ries, a consulting firm with his partner and media darling daughter Laura Ries. Together they consult with Fortune 500 companies on brand strategy and are the authors of five books which have been bestsellers around the world. They have traveled to over 60 countries from Chile to China and India to Indonesia teaching the fundamental principles of marketing.
When Advertising Age magazine choose the 75 most important ad moments of the last 75 years celebrating the publication's 75th anniversary. The emergence of positioning came in at number #56. Ad Age commented on how the concept remains just as relevant in today's environment, "The positioning era doesn't end. What became a part of the marketing lexicon in the early '70's holds its own in the textbooks of today."
Al currently writes a monthly marketing column for AdAge.com and appears on the RiesReport.com. Al's favorite activities include snorkeling, horseback riding and driving with the top down. He resides in Atlanta, Georgia, with his wife, Mary Lou.
See more on the author's page

Customer reviews

4.1 out of 5

140 global ratings

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Steven H. Parker

A �Must-Read� for Marketing Professionals

Reviewed in the United States on June 1, 2003

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This book is a wake-up call to both the advertising and PR industries, and a "must-read" for any marketing professional - especially those just starting out. It is also smart reading for any CEO or executive with more than a passing interest in the success of his or her company's marketing and sales. It is one antidote to the branding confusion that persists in the wake of the Internet Bubble era.
Citing example after example, the authors make a compelling, clear and simple argument in favor of their single overall theme: that PR works better than advertising for building new brands, while advertising is better at maintaining existing brands once a brand's PR has run its course. A significant although secondary theme is that "creative" advertising campaigns (e.g., unusual concepts that win awards but fail to move the product - like the Pets.com sock puppet on the cover) are almost always a big waste of money. It is the latter point, more than the rise of PR, which will no doubt cause many advertising professionals great fits of dyspepsia. Several other secondary themes offer some real insight and hit the nail on the head, in the opinion of this reviewer, a PR pro for more than 20 years. For those who take this advice seriously, this book offers as strong an argument as has ever been made for giving the PR function a seat at the Marketing table or in the Boardroom.
The fact that the authors do not offer how-to advice on mounting the PR campaigns they advocate adds to, rather than detracts from, their credibility. They are not shilling for the PR industry because they are not PR professionals and do no PR in their consulting work. Indeed, both of their backgrounds are from the advertising side. They also know that every PR campaign is different and no cookie cutter advice would offer much value.
Mr. Ries, now partnered in consulting with his daughter, is the author with his former partner Jack Trout of several seminal marketing books going back 20-plus years. Many credit them with inventing (or at least popularizing) the concept and practice of positioning in their classic book, "Positioning: the Battle for Your Mind." Coming from such a widely respected source, the advertising and PR communities cannot afford to ignore the authors' advice. Even those professionals who end up disagreeing with some of their conclusions will not be able to read this book without gaining some useful insights. Very thought provoking and highly recommended. Advertising and PR people alike should keep it in mind whenever they talk to their bosses or clients about what it takes to build, maintain or enhance a brand.
(Caution: While it's an easy read, this book was intended for professionals. If you are not in advertising, PR, marketing, sales, or executive management, do not bother reading it. You probably will not understand it or be interested in it or gain any insights of use to you.)

8 people found this helpful

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Andrew Everett

The role of PR vs advertising

Reviewed in the United States on June 2, 2008

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The thesis is that PR is needed to launch a brand and establish its identity; advertising is for maintaining an existing brand's position. The reason is that advertising has no credibility, so it can only remind people of what they already believe.

Huge sums of money are spent on advertising campaigns with a poor track record of return on investment. The authors cite multiple examples in which award-winning advertising campaigns led to declining sales and market share. And therein lies their point. Advertising agencies are more focused on winning awards for their creativity, rather than helping their clients sell product. The ads lose function and become art.

Another theme repeated in this book is the authors' disdain for brand extension. This rings familiar from The 22 Immutable Laws of Marketing, a book Al Ries coauthored with Jack Trout. Line extension dilutes the meaning of the original brand. A new brand is a PR opportunity.

I don't agree with everything in the book. I think Pets.com failed because it was a dumb business model, not simply because the brand was launched with advertising rather than PR. Also, the authors claim that IBM was unsuccessful in the PC business because they didn't create a new brand name for it. I think there were many other factors. Nevertheless, I found the book engaging and insightful.

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TANADI SANTOSO

Great Book from Al Ries

Reviewed in the United States on December 28, 2003

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Al Ries (and Jack Trout at that time) created blockbusters classics books POSITIONING and MARKETING WARFARE.
I think Al Ries still wrote a great marketing book and this one is worth reading and thinkering.
PR creates branding, advertising defend the brand, hmmm. both are important.
The book is easy to read and hold a lot of truth. It is a bit "bitter" for the advertising people (and they will probably hate the book or play some other defences). But i agree that a lot of new advertising is more of an "ART" than a tool for better sales. I love Al Ries thinkering about whatever loses its functions will become an "art" ( think horse, paintings, even architectures etc) and that advertising is in the danger of losing its function (to make better sales) and becoming an "art" instead.
A lot of truth and things to think about and to learn from the book, even that it is very "opinionated".
I think this is one of the "have to read" for people in advertising, PR, marketing and even CEO.

3 people found this helpful

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Cliente de Amazon

Great guide for new and old companies

Reviewed in Mexico on August 2, 2017

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Interesting content, good examples and good advise on how to make your brand be successful and stay on that level

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Gianni

É sempre un piacere leggere Al Ries

Reviewed in Italy on February 6, 2017

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La tesi di Al Ries è che la pubblicità non è credibile, quindi non è lo strumento adeguato per lanciare un nuovo brand. Al contrario i mass media sono credibili e quindi utili per posizionare il brand nella mente del consumatore. Il libro è stato scritto prima dell'avvento dei social media, ma le spiegazioni dei principi del marketing, posizionamento e pubbliche relazioni sono attuali e molto interessanti. Bellissimo libro, di facile lettura, indicato per chi si occupa di marketing.

2 people found this helpful

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Ashleigh

Great read!!

Reviewed in Australia on September 20, 2017

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Very informative with well presented cases, i enjoyed the time i spent reading. Helpful resource for someone who wants to grow their business by building their brand.

Amazon Customer

A Worthwhile Book.

Reviewed in India on May 17, 2016

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The authors have a good point. However they labour the point too much. And I felt too one-sided. Since they are making an argument for PR, they could have given more examples of the most creative PR strategies. Also, they could have drilled down to the strategizing steps that were involved in different successful PR campaigns. Yet, the book is nevertheless a worthwhile read and thought provoking.

2 people found this helpful

Cliente de Amazon

Muy Bueno

Reviewed in Spain on December 10, 2014

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Muy Bueno. Normalmente clasifico los libros como Bueno **** o Muy Bueno *****. Los que no llegan a **** los abandono.

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