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The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly 1st Edition

4.4 out of 5 stars 328 ratings

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Editorial Reviews

From Publishers Weekly

Starred Review. Though it may not yet have affected the value of 30 seconds of Super Bowl advertising, PR insider Scott argues that understanding the growing irrelevance of marketing's "old rules" is vital to thriving in the new media jungle. Already apparent in newspapers and magazines (with sharp downturns in circulation and ads), radio (on the losing end of the iPod revolution) and direct mail (digitally replaced by spam), the imminent fall of traditional mass media marketing means new opportunities for legions of smaller companies and independent professionals who need to reach niche markets cheaply and effectively. The way Scott sees it, this is also good news for consumers: the online culture of integrity and information tends to produce quality content for less, as opposed to the vapid, one-sided and pricey advertising of print media and television. Scott provides the technical novice a thoughtful and accessible guide to cutting-edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can't substitute for a well-thought out marketing program. Besides emphasizing fundamentals like defining one's audience, Scott also drills home the ethos and etiquette of the web, encouraging content that's both useful and unobtrusive. This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review

Though it may not yet have affected the value of 30 seconds of Super Bowl advertising, PR insider Scott argues that understanding the growing irrelevance of marketing's "old rules" is vital to thriving in the new media jungle. Already apparent in newspapers and magazines (with sharp downturns in circulation and ads), radio (on the losing end of the iPod revolution) and direct mail (digitally replaced by spam), the imminent fall of traditional mass media marketing means new opportunities for legions of smaller companies and independent professionals who need to reach niche markets cheaply and effectively. The way Scott sees it, this is also good news for consumers: the online culture of integrity and information tends to produce quality content for less, as opposed to the vapid, one-sided and pricey advertising of print media and television. Scott provides the technical novice a thoughtful and accessible guide to cutting-edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can't substitute for a well-thought out marketing program. Besides emphasizing fundamentals like defining one's audience, Scott also drills home the ethos and etiquette of the web, encouraging content that's both useful and unobtrusive. This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition. (July) (Publishers Weekly, August 6, 2007)

"a valuable source of inspiration" (Brand Strategy, November 2007)

"This book is useful if you would like to learn more about new formats such as RSS, vodcasts and viral marketing."  (Gulf Business, Vol. 12/ Issue 7)


Product details

  • Item Weight : 15.5 ounces
  • Hardcover : 304 pages
  • ISBN-13 : 978-0470113455
  • ISBN-10 : 0470113456
  • Dimensions : 5.79 x 1.2 x 8.84 inches
  • Publisher : Wiley; 1st edition (June 4, 2007)
  • Language: : English
  • Customer Reviews:
    4.4 out of 5 stars 328 ratings

Jesse Eisenberg's latest fiction
"When You Finish Saving the World" Listen free with trial

Customer reviews

4.4 out of 5 stars
4.4 out of 5
328 global ratings
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Top reviews from the United States

Reviewed in the United States on April 21, 2009
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Reviewed in the United States on May 27, 2007
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Louise Barnes-Johnston
4.0 out of 5 stars Essential Social Media marketing for all sizes of business
Reviewed in the United Kingdom on March 11, 2009
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H. Marsh
5.0 out of 5 stars Makes net marketing clear
Reviewed in the United Kingdom on February 15, 2010
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C. E. Lopez Ferreira
5.0 out of 5 stars Excellent content strategy
Reviewed in the United Kingdom on October 14, 2009
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3.0 out of 5 stars Three Stars
Reviewed in the United Kingdom on May 14, 2018
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Viktorija
5.0 out of 5 stars Marketing
Reviewed in the United Kingdom on July 22, 2015
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