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最近,行销界的两位重量级人物不约而同地推出新书,书中都宣告:广告走到了尽头!其一是《定位》的作者,行销大师 Al Ries 与 Laura Ries 合著的《TheFall of Advertising and the Rise of PR》。其二是前可口可乐公司行销长 SergioZyman 与 Armin Brott 合著的《The Endof Advertising as We Know it》。两本书的核心观点都是:不能再只迷信于传统广告的功效。它意味着一个继传统广告之后的广告时代即将来临!Al Ries 指出,在越来越激烈的竞争环境下,广告所欠缺的可信度使它不再具有建立品牌的功效,建立品牌必须从公关、宣传着手。Sergio Zyman 则认为广告应包括更广泛的活动,包括建立品牌、
Recently, two heavyweights in the marketing world came out with new books, announcing that the ad was coming to an end: “TheFallofAdvertisingandtherall, author and marketing guru Al Ries and Laura Ries Rise of PR ”. The other is “The Endof Advertising as We Know it”, co-authored by Sergio Zyman, former head of Coca-Cola Company, and Armin Brott. The core idea of both books is: can no longer be superstitious only in the traditional advertising effectiveness. It means that an era of advertising following the traditional advertising is coming! Al Ries pointed out that in the increasingly competitive environment, the lack of credibility of advertising makes it no longer have the brand building effect, the establishment of the brand must be from the PR Publicity started. Sergio Zyman believes that advertising should include a wider range of activities, including the establishment of a brand,