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· 제목 : The Fall of Advertising and the Rise of PR (Paperback)
· 분류 : 외국도서 > 경제경영 > PR 홍보
· ISBN : 9780060081997
· 쪽수 : 295쪽
· 출판일 : 2004-05-11
· 분류 : 외국도서 > 경제경영 > PR 홍보
· ISBN : 9780060081997
· 쪽수 : 295쪽
· 출판일 : 2004-05-11
목차
PART ONE : The Fall of Advertising
1. Advertising and Car Salesmen
2. Advertising and Art
3. Advertising and Creativity
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PART TWO : The Rise of PR
10. The Power of a Third Party
11. Building a New Brand with PR
12. Establishing Your Credentials
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PART THREE : A New Role for Advertising
21. Maintaining the Brand
22. Keeping On Course
23. Firing On All Cylinders
PART FOUR : The Difference Between Advertising and PR
1. Advertising Is the Wind. PR Is the Sun
2. Advertising Is Spatial. PR Is Linear
3. Advertising Use the Big Bang. PR Uses the Slow Buildup
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PART FIVE : Postscripts
P.S. for Management
P.S. for Advertising
P.S. for PR
