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.

畅销书作家和世界著名的营销策略家艾尔和劳拉·里斯开创了公共关系的新纪元。今天的主要品牌都是靠宣传而不是靠广告而诞生的。仔细看看最成功的现代品牌的历史，就会发现这是真的。事实上，包括Palm、Starbucks、the Body Shop、Wal-Mart、Red Bull和Zara在内的众多品牌都是在几乎没有广告的情况下建立起来的。利用成功的公关活动和失败的广告活动的深入案例，广告的衰落为营销人员提供了有价值的想法——同时也说明了为什么广告缺乏可信度，这是品牌建设的关键因素，以及只有公关才能提供这种可信度；广告人提倡的大爆炸式的方法应该被放弃，而应该由公关慢慢建立起来；广告只有在通过宣传树立品牌之后，才应该用来维护品牌。大胆和易用，广告的衰落必然会使营销世界发生翻天覆地的变化。