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继《定位》后,最近阿尔·里斯和劳拉·里斯又写了一本书,叫《公关第一,广告第二》(THE FALL OF ADVERTISING & THE RISE OF PR)。这本书在中国出版的时候,报刊上刊登了广告,也举行了首发式;广告界对这本书也作出了反应,也有相关的论文和文章发表。这本书的出版,对中国广告业有好处,对中国的广告人有启发。关注这本书,实际上是从一个侧面关注中国广告业;但从另一个角度,这本书出版后,广告人的反应、广告界现在的状况以及广告界存在的现象,却引发了我对这本书之外的思考。
Following the “positioning”, Al Rees and Laura Rees recently wrote another book, THE FALL OF ADVERTISING & THE RISE OF PR. The book was published in China with advertisements in print and inaugural episodes; the advertising community also responded to the book, as well as related essays and articles. The publication of this book is good for the Chinese advertising industry and has inspired Chinese advertisers. Concerned about this book, in fact, from a perspective on the Chinese advertising industry; but from another perspective, the publication of this book, the response of advertisers, the advertising industry, the status quo and the advertising industry, but the phenomenon has caused me to Thinking outside this book.