{"product_id":"9780060081997","title":"Fall of Advertising and the Rise of PR","description":"Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. \u003cp\u003eToday'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. \u003c\/p\u003e\u003cp\u003eUsing in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, \u003ci\u003eThe Fall of Advertising\u003c\/i\u003e 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.\u003c\/p\u003e\u003cp\u003eBold and accessible, \u003ci\u003eThe Fall of Advertising\u003c\/i\u003e is bound to turn the world of marketing upside down.  \u003c\/p\u003e","brand":"HarperCollins Publishers","offers":[{"title":"Default Title","offer_id":47021773586672,"sku":"9780060081997","price":14.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780060081997_p0.jpg?v=1763619892","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780060081997","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}