|"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.
November 09, 2003
The Fall of Advertising & the Rise of PR
Posted by hidden persuader at 9.11.03