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Publicity first, advertising second: This is the provocative message that marketing gurus Al and Laura Ries deliver with THE FALL OF ADVERTISING. The bestselling authors of THE 22 IMMUTABLE LAWS OF BRANDING are back, this time revealing a startling and crucial development in marketing, the shift from advertising-oriented marketing to PR-oriented marketing. Today's brands are born with publicity, not advertising. A closer look at the history of many major brands shows this to be true. In fact an astonishing number of brands, including the Body Shop, Starbucks, Wal-Mart, Beanie Babies, Oracle and Yahool, have been built with virtually no advertising. With case histories and a step-by-step plan for creating buzz in the PR era, THE FALL OF ADVERTISING shows readers how to: *Give up the cherished big-bang approach in favour of a slow build-up *Create a category *Use PR to communicate a brand's credentials *Select the perfect spokesperson *Roll out a programme *Develop a healthy relationship with the media Bold and accessible, THE FALL OF ADVERTISING tells how and why publicity will assume the major role in product launches, with advertising solidifying brands rather than creating them. This will be the essential primer on brand-building in the public relations era.

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Marketing strategists Ries and Ries spend all 320 pages of their latest book arguing one point: skillful public relations is what sells, not advertising. Case in point: the failure of Pets.com's sock puppet ads. However, in a chapter devoted to dot-com advertising excesses, the authors never mention that many dot-coms had miserable business plans and neophyte management. (The Rieses may be counting on the sock puppet to sell another commodity, as a deflated sock puppet dominates the book's jacket.) Today, most small companies aren't bloated with venture capital to buy TV ads, yet the book has little practical advice on how these companies' executives should use public relations, particularly PR's most important role: crisis control. Some readers might resent paying $24.95 for what amounts to an advertisement for pricey PR consulting firms like Ries & Ries. The authors frequently poke fun at the most outrageous TV ads of recent years, paralleling Sergio Zyman's The End of Advertising As We Know It (reviewed above), a more thoughtful critique of current advertising trends. The inherent flaw in the Rieses' logic: time and again they cite ad campaigns for new products that are "off message" and then say how much sales declined; this supports the notion that products and services are sold by good advertising. Although their book is occasionally entertaining, the argument is simplistic and self-serving. Illus.

Copyright 2002 Cahners Business Information, Inc.

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1－2－3的方法

当你试图树立一个新的概念，在1、2已经发生而3就是你试图推广的概念时，使用一种1－2－3的方法有时候是有所帮助的。为了树立定位的概念，我们写下以下三点：

1.退回到五十年代，广告处于生产阶段，所有你需要的是一个更好的老鼠夹和一些推广它的钱。

2.六十年代，广告进入形象阶段。一个公司发现声誉，或者形象在销售一种产品时比任何特别的产品特征都要重要。

3.今天广告进入了定位时代，要在我们这个过多交流的时代成功，一家公司必须在潜在顾客心目中创造一个位置，一个不但把一个公司的优势和弱势都考虑进去还把它的竞争者也考虑进去的位置。

在我们看来现在是公共关系年代，宝洁至少犯了三个错误：

1. 通过广告而没有采用公共关系的方式来推出Whitestrips。

2. 使用一个产品延伸线的名字。

3.没能够给这个新产品一个有意义的品种名。

产品延伸造成两个问题：

（1）它们模糊了品牌的单个身份；

（2）它们榨干了从基础品牌而来的广告支持。

墙纸效应：广告的数量增加后，广告信息就变成了墙纸。

总而言之，广告是一个你已经习惯不去注意的事物。如果你看所有的广告，你就没有时间做其他事情。

更为重要的是，一般的消费者认为广告传达的信息是单向的。

历史提供了解释：当一种交流方式失去了它的功能性作用后，就变为了一种艺术形式。

把广告和艺术等同起来有什么错？是有许多错误，可是根本的问题是这种广告的创作者越来越关心后代对于作品的看法，而不是潜在客户对于品牌的看法。

人们看广告的方式就像读小说或者看一个电视节目。他们沉醉于角色、场景和情节，却没有半点出演其中任一角色的想法，包括购买这个产品。这完全是艺术。

剑、马

在艺术中独树一帜和在营销中树立品牌遵循同样的法则。你可以通过成为新类别中的第一个而变成出名的艺术家。渐渐的，艺术评论家给这种新类别一个新的名字，把它和开创这个新类别的画家联系起来。

不过比之存在于广告中，创意不是更应该存在于产品之中吗？创造一个品牌的本职是使该品牌成为在某一类别的第一个，而不是让人感到这种品牌的广告是广告界中的某种突破。

关注创意，广告代理机构把营销当成一场广告战而不是产品战。代理商希望在广告战中打胜仗，因为它意味着奖项、媒体的关注和新生意。

你不需要发明就能致富、出名。你要做的就是捕捉一个潜在的好概念，建立一个新品类和新品牌名称，并让它们第一个进入心智。

在同样意义上，广告失去了它作为打造品牌工具的作用，只是作为艺术而继续存在。这并不是说广告没有价值了。艺术的价值存在于旁观者的眼中，这只是说当一个功能性的做法转变为艺术时，它就是去了它原有的功能和能被客观衡量的能力。

广告的作用不是打造一个品牌，而是包围一个已有其他方式塑造起来的品牌。

创造品牌和保卫品牌是一个营销项目的两大主要作用。公共关系创造品牌，广告保卫品牌。

创新是一旦品牌在人们心目中被建立起来之后最不需要的东西。

没有其他的电池比金霸王的电池使用更加持久。翻译过来就是：所有的电池寿命都一样。

书籍介绍

在线阅读本书

Publicity first, advertising second: This is the provocative message that marketing gurus Al and Laura Ries deliver with THE FALL OF ADVERTISING. The bestselling authors of THE 22 IMMUTABLE LAWS OF BRANDING are back, this time revealing a startling and crucial development in marketing, the shift from advertising-oriented marketing to PR-oriented marketing. Today's brands are born with publicity, not advertising. A closer look at the history of many major brands shows this to be true. In fact an astonishing number of brands, including the Body Shop, Starbucks, Wal-Mart, Beanie Babies, Oracle and Yahool, have been built with virtually no advertising. With case histories and a step-by-step plan for creating buzz in the PR era, THE FALL OF ADVERTISING shows readers how to: *Give up the cherished big-bang approach in favour of a slow build-up *Create a category *Use PR to communicate a brand's credentials *Select the perfect spokesperson *Roll out a programme *Develop a healthy relationship with the media Bold and accessible, THE FALL OF ADVERTISING tells how and why publicity will assume the major role in product launches, with advertising solidifying brands rather than creating them. This will be the essential primer on brand-building in the public relations era.