"The Fall of Advertising and Rise of PR" by Al and Laura Ries

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.