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Showing 1-8 of 8 reviews(5 star). Show all reviews
on December 28, 2003
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.
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on June 1, 2003
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 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.)
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on April 1, 2003
First of all I am not an Ad guy nor a PR guy. But I must say, the authors were quit biased in the sense that they really bashed advertising, unfairly. They seem to imply that the more $$ u spend on ads, the lousier the results. Come on, let's reason abit - if Coke or GM, top spenders in Ads are losing $$, it implies that the lost share is soaked up by the other players, ie, top Ad spender #2, #3 and so forth. These big #2, #3 spenders and so forth are spending millions too on ads for crying out loud - Which could be safely argued that they are getting the results because of their advertising. So the question is not about fall of advertising, but simply, effective or optimal spend on ad expenditure. I guess, if the authors should present and evaluate if the advertising by the #2, #3 ad spenders are gaining because of their ads or other factors, such as PR in the respective industries. It's easy to to criticize something on hindsight, which is not very fair. Overall a fine book, except that their ad bashing went too far.
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on January 25, 2003
This book is arguably the most important book for an up and coming PR rock star. It's a quick and concise read that inhibits the reader from setting the book down. It has an obvious command of research, insight and principle. For those account executives with the mind for vision and strategy -- this book is a must read. Indeed it may just define the future leadership of the PR industry.
The Fall of Advertising and the Rise of PR makes a credible argument for the brand building function and subsequent market leadership success, which only insightful public relations campaigns can establish. To that end, this book is the application of value-added integration that author Thomas L. Harris discussed in years gone by. This book articulates a vision and path to follow for the public relations industry.
Additionally, Ries & Ries have an unparalleled understanding of task and purpose. As this book rightfully, if not partially, contends, we PR folks should redefine the constructs of our mission and duty description. Perhaps then we can even launch something of a brand of our own.
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on November 4, 2002
The right ideas are usually the ones that cause the most outcry.
So it is with the Ries' "The Fall of Advertising...". Sure, it's not going to make most advertising executives feel very secure, but the Reises capitalize and expand on a growing trend in the marketing/PR industry that started a few years ago and only conitnues to grow. If the dot-com industry showed us anything, it's that a company's name recognition can be built on media coverage alone: think of all the press and other top name Internet-based companies gathered not just from advertising but from continually gaining mention in top publications across the company.
The fact remains that the media is viewed as a credible third source of information, and a mention in an article is as good as a referral from networking.
The Fall of Advertising and the Rise of PR not only outlines the argument for the growing use of the media to build brand, but even supplies a few how-to steps to boot. Editors and journalists are hungry for good stories, ones that outline strategy success and trends along with tracking top compaies, and if a company can grab the media's attention with a well-laid out story idea, the publication will continually return to that company for future stories when they need to quote a source.
This book isn't just for the big boys, either. In fact, if anything, PR is as much for the small and medium sized businesses that can't afford the multi-million-dollar costs of a far-reaching advertising campaign.
If you want to build your name recognition and learn how to effectively use marketing, Al and Laura Ries' book is a great place to start.
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on October 31, 2002
Most of us in marketing have grown up on a steady diet of Al Ries and Jack Trout. From their first foray into publishing with "Positioning" in the 70's, these guys have set new paradigms for how we think about the work we do and given us new insights into better ways to serve our clients. This book is no exception.
Like 'Positioning,' 'Marketing Warfare,' and 'Bottom Up Marketing,' which preceded it, this book by Al Ries is an oversimplification, BUT that doesn't detract from the basic premise that advertising can guarantee us placement, frequency and position, but it can't give us credibility.
I read the other reviews posted here with interest. Based on the response of the other reviewers, I guess we all take ourselves a little too seriously.
The point of the book is to focus on our radical over-emphasis on the tool of advertising over the tool of PR, and the apparent inability of advertising to free itself from the campaign thinking that often does more harm than good for the clients that we are trying to represent.
It's a fun read, and if it doesn't make you sit back and take a long look at your own 'strategic' thinking, maybe you should read it again.
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on July 20, 2003
This book was a winner from page 1. Having just graduated from college and landing a job as a Marketing Manager with a small software company, I think this book was very well-written. Its content was very fresh - using many examples from recent news headlines, etc. A definite read for any marketing enthusiast.
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on November 18, 2002
This book opens your eyes to the hidden truth of advertising. Ries & Ries...brilliantly written work.
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