Book Report-Fall of Advertising Rise of PR

Book Report-Fall of Advertising Rise of PR - Sammy Shapiro...

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Sammy Shapiro Professor Jim Bright Journalism J110 November 20, 2007 The Fall of Advertising and the Rise of PR The Fall of Advertising and the Rise of PR , a book by Al Ries and his daughter Laura Ries, provides the reader with a detailed overview of the direction in which advertising seems to be heading. The authors believe that Public Relations (PR) is rapidly replacing and beating out advertising for a number of different reasons. Advertising is simply too prevalent, and advertisements trusted too little, to work effectively as a means of introducing new brands. While advertising still serves an important function, it no longer serves a dominant one. Public Relations, the ability to generate publicity and discussion in the media of your product, is the best and perhaps the only way to truly and successfully launch a new brand. One of the major reasons for this sudden trend change is due to the fact that people no longer trust advertisers. However, journalists, and journalists’ opinions, are more or less trusted. PR marketing depends upon using third sources to sell products – going through trusted intermediaries rather than going straight to the consumers. Another important point is that ads lack credibility. It doesn’t matter how creative or original an
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Book Report-Fall of Advertising Rise of PR - Sammy Shapiro...

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