Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
New York
HarperBusiness
2002
|
| Ausgabe: | 1. ed. |
| Schlagwörter: | |
| Links: | http://www.loc.gov/catdir/description/hc042/2002023294.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009858662&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Includes index. |
| Umfang: | XXI, 295 S. graph. Darst. |
| ISBN: | 0060081988 |
Internformat
MARC
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| 100 | 1 | |a Ries, Al |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a The fall of advertising and the rise of PR |c Al Ries and Laura Ries |
| 250 | |a 1. ed. | ||
| 264 | 1 | |a New York |b HarperBusiness |c 2002 | |
| 300 | |a XXI, 295 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes index. | ||
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| 650 | 4 | |a Publicité | |
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Datensatz im Suchindex
| _version_ | 1819332698347405312 |
|---|---|
| adam_text | Contents
Introduction x*
PART ONE
The Fall of Advertising
1. Advertising and Car Salesmen 3
2. Advertising and Art 1 5
3. Advertising and Creativity 23
4. Advertising and Awards 33
5. Advertising and Awareness 43
6. Advertising and Sales 49
7. Advertising and the Dotcoms 61
8. Advertising and Credibility 73
9. The Search for Alternatives 81
PART TWO
The Rise of PR
10. The Power of a Third Party 89
11. Building a New Brand with PR 97
12. Rebuilding an Old Brand with PR 119
13. Establishing Your Credentials 127
14. Rolling Out Your Brand 133
15. Building an Educational Brand 143
16. Building a Geographic Brand 149
17. Building a Booze Brand 157
18. The Missing Ingredient 163
19. Dealing with Line Extensions 171
20. Dealing with Names 183
PART THREE
A New Role for Advertising
21. Maintaining the Brand 197
22. Keeping On Course 211
23. Firing On All Cylinders 223
PART FOUR
The Differences Between Advertising and PR
1. Advertising Is the Wind. PR Is the Sun 239
2. Advertising Is Spatial. PR Is Linear 241
3. Advertising Uses the Big Bang. PR Uses the Slow Buildup 243
4. Advertising Is Visual. PR Is Verbal 245
5. Advertising Reaches Everybody. PR Reaches Somebody 247
6. Advertising Is Self Directed. PR Is Other Directed 249
7. Advertising Dies. PR Lives 251
8. Advertising Is Expensive. PR Is Inexpensive 253
9. Advertising Favors Line Extensions. PR Favors 255
New Brands
10. Advertising Likes Old Names. PR Likes New Names 257
11. Advertising Is Funny. PR Is Serious 259
12. Advertising Is Uncreative. PR Is Creative 261
13. Advertising Is Incredible. PR Is Credible 263
14. Advertising Is Brand Maintenance. PR Is Brand Building 265
PART FIVE
Postscripts
PS. for Management 269
P.S. for Advertising 273
P.S. for PR 277
Index 281
|
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV014420630 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T11:04:01Z |
| institution | BVB |
| isbn | 0060081988 |
| language | English |
| lccn | 2002023294 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009858662 |
| oclc_num | 49312449 |
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| owner_facet | DE-19 DE-BY-UBM DE-2070s |
| physical | XXI, 295 S. graph. Darst. |
| publishDate | 2002 |
| publishDateSearch | 2002 |
| publishDateSort | 2002 |
| publisher | HarperBusiness |
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| subject_GND | (DE-588)4043188-5 (DE-588)4061963-1 |
| title | The fall of advertising and the rise of PR |
| title_auth | The fall of advertising and the rise of PR |
| title_exact_search | The fall of advertising and the rise of PR |
| title_full | The fall of advertising and the rise of PR Al Ries and Laura Ries |
| title_fullStr | The fall of advertising and the rise of PR Al Ries and Laura Ries |
| title_full_unstemmed | The fall of advertising and the rise of PR Al Ries and Laura Ries |
| title_short | The fall of advertising and the rise of PR |
| title_sort | the fall of advertising and the rise of pr |
| topic | Merknamen gtt Produits de marque Public relations gtt Publicité Reclame gtt Relations publiques Advertising Brand name products Public relations Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Unternehmen (DE-588)4061963-1 gnd |
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