Al Ries,Laura Ries

The Fall of Advertising and the Rise of PR

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Sergei Naumovhas quoted3 years ago
Those 3G phones are a convergence product, which is why we don’t believe they will ever achieve much success
Sergei Naumovhas quoted3 years ago
We don’t think that 3G phones are going to become a big business
Sergei Naumovhas quoted3 years ago
Mateschitz based his drink on Krating Daeng, a popular health tonic he had encountered in Thailand. All of which proves you don’t have to invent something to get rich and famous. All you have to do is to recognize a potentially good idea, invent a new category and a new brand name, and get them into the mind first
Sergei Naumovhas quoted3 years ago
By the way, if the Macintosh advertising was so effective, how come the Macintosh brand is not up there with market leaders Dell, Compaq, Hewlett-Packard, and IBM?)
Sergei Naumovhas quoted3 years ago
Some companies have even taken to running advertisements that look like editorial content. But this subversive tactic is quickly blocked by publishers, who label the page with the dreaded word advertisement.
Yulia Ogorodnikovahas quoted3 years ago
Advertising has a brilliant future if it accepts its true role in the life cycle of a brand. After being built by PR techniques, a brand needs advertising to maintain its position.
Sergei Naumovhas quoted3 years ago
goal of traditional advertising is to not to make the product famous. The goal of traditional advertising is to make the advertising famous
Sergei Naumovhas quoted3 years ago
goal of traditional advertising is to not to make the product famous. The goal of traditional advertising is to make the advertising famous.
Sergei Naumovhas quoted3 years ago
Instead of creating sales value, traditional advertising attempts to create talk value.
Sergei Naumovhas quoted3 years ago
The goal of traditional advertising is to not to make the product famous. The goal of traditional advertising is to make the advertising famous.
Yulia Ogorodnikovahas quoted3 years ago
It’s an axiom of the advertising industry that you need to reach everybody.
Yulia Ogorodnikovahas quoted3 years ago
Not so with publicity. A good story will live forever. The fundamental PR strategy is to use a story in one publication and then move it up the ladder to another publication. Or from one medium (print) to another medium (radio or TV).
Yulia Ogorodnikovahas quoted3 years ago
With PR you give up the luxury of reaching everybody in favor of reaching somebody who counts. Somebody who will carry your message to friends, relatives, neighbors. (Most brands are first purchased because of personal recommendations, not because of advertising or even publicity mentions.)
Yulia Ogorodnikovahas quoted3 years ago
When Apple Computer introduced the Macintosh, it could have called its new product the Apple IV. But the Apple name would have buried the revolutionary nature of the new Macintosh product.
A new name greases the skids of a PR program. It implies that the product or service is so different that a completely new brand name is required. A line-extension name implies more of the same.
Yulia Ogorodnikovahas quoted3 years ago
While a new brand name is a liability in an advertising program, it’s an asset in a PR program. A new brand name tells the media that the product or service is new and different. Exactly what the media want to write and talk about.
Yulia Ogorodnikovahas quoted3 years ago
Creativity doesn’t belong in the advertsing department; creativity belongs in the PR department. PR needs to be original in the sense that it needs to position products or services as new and different. “All the news that’s fit to print,” claims theNew York Times.
Sergei Naumovhas quoted3 years ago
When Volvo drives an automobile into a steel wall, the crash test captures your attention, but it also reinforces Volvo’s safety position in your mind. When an advertisement is all attention and no motivation, nothing much is accomplished.
Yulia Ogorodnikovahas quoted3 years ago
The essence of public relations is to verbalize the brand in a way that encourages the media to run stories about the product or service. If pictures are used at all, they are supportive of the words. They lend credentials to the message.
Yulia Ogorodnikovahas quoted3 years ago
As a result, advertising today is almost totally visual. The words are there just to reinforce the visual. Like the frogs who croak, “Budweiser.”
Yulia Ogorodnikovahas quoted3 years ago
It’s become an article of faith among advertising people that an advertising program needs to be launched with a “big bang.” Especially for a new brand.
When you are trying to build a new brand, you need to accomplish a lot of things at once. Capture attention, register the name of the new brand in the mind, and attach one or more positive attributes to the new brand.
It’s a big job that advertising is unsuited for. PR is a much better choice
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