La Caida de la Publicidad y el Auge de las RR PP (The Fall of Advertising and the Rise of PR)

Overview

Al y Laura Ries, autores de best sellers y estrategas de marketing de renombre mundial, nos introducen en la nueva era de las relaciones públicas.

Hoy, las grandes marcas nacen con publicidad gratuita, no a base de anuncios. Una atenta mirada a la historia de la mayoría de las grandes marcas modernas muestra que esto es cierto. De hecho, una asombrosa cantidad de marcas, entre ellas Palm, Starbucks, The Body Shop, Wall-Mart y Zara, han sido ...

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More About This Book

Overview

Al y Laura Ries, autores de best sellers y estrategas de marketing de renombre mundial, nos introducen en la nueva era de las relaciones públicas.

Hoy, las grandes marcas nacen con publicidad gratuita, no a base de anuncios. Una atenta mirada a la historia de la mayoría de las grandes marcas modernas muestra que esto es cierto. De hecho, una asombrosa cantidad de marcas, entre ellas Palm, Starbucks, The Body Shop, Wall-Mart y Zara, han sido creadas prácticamente sin publicidad.

La Caída de la Publicidad y el Auge de las RR PP analiza casos de exitosas campañas de RR PP y los compara con los de fracasos de campañas de publicidad. Y aporta valiosas ideas para los interesados en el marketing y la comunicación; demostrando al mismo tiempo por qué:

  • La publicidad carece de credibilidad, ingrediente decisivo en la creación de marcas; y cómo sólo las relaciones públicas pueden aportar esa credibilidad.
  • El enfoque de "big bang", defendido por los publicitarios, debe ser abandonado a favor de una creación lenta con RR PP.
  • La publicidad debe usarse sólo para mantener las marcas, una vez que éstas se han establecido por medio de las relaciones públicas.

*****

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.

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Product Details

  • ISBN-13: 9788495787354
  • Publisher: Urano Publishing, Inc.
  • Publication date: 4/1/2003
  • Language: Spanish
  • Edition description: Spanish Language Edition
  • Pages: 302
  • Product dimensions: 6.44 (w) x 9.30 (h) x 0.82 (d)

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