I came across this
book when I was looking for some tips regarding marketing and sales for my
company. This book is very readable and for those who are unfamiliar with the
area of marketing can also understand what the author wants to say. Though it
would have been better if they had given some kind of introduction to the terms
used in the beginning itself. Using examples of faltering companies through-out
the book showcases the hard work and research done by the authors to support
their idea.
The power of public
relations has been brought into focus through this book which has amazing
anecdotes and examples of companies who bet big on advertising to generate
sales.
Businesses have
traditionally thought that advertising budget is directly proportional to sales
generated. The authors argue and prove otherwise. They contend that public
relations has extremely effective at building brands. The authors show that
advertising focuses more on being creative. Using various examples, the authors
show that advertising has historically been ineffective in generating sales for
the product/ service showcased. On the contrary, public relations have worked
in favor of a product/ service and helped in creating long lasting brands.
I wish the authors had
given more recent examples. There are more relevant examples in the last decade
that could have validated the idea. All in all, the book delivers on its title
and is a good read.
On a personal note,
it makes sense for companies to take a relook at their advertising spend and check
whether they are getting returns for every penny spent. In the current times
when 'Digital Marketing' is the buzz word, it is extremely important to have
the right public image than a creative advertisement.
