The Hidden Persuader

The Fall of Advertising & the Rise of PR

"Creativity wins awards, but does it also win sales?" This is the provocative message that marketing gurus Al and Laura Ries deliver with The Fall of Advertising. And with the following reasoning: " To be effective, advertising doesn't need creativity. It needs credibility." - the authors tells us how and why publicity will assume the major role in product launches, with advertising solidifying brands rather than creating them. It's an interesting book (we have a huge respect fo Al Ries) nevertheless it's a bit rethorical. On their conclusion that advertising has 'no role in brand building' we suggest them to have a glimpse through the IPA Advertising Works annual book.