PR is better for branding than advertising?

From: Kelley Mitchell <esc1krm_at_ups.com>
Date: Thu 11 Apr 2002 01:20:30 -0600

I am curious to get the group's perspective and opinions on a very
interesting article I read today. Here is an excerpt:

        [Al] Ries believes that advertising can no longer be objectively
measured because it has become an art form and, as such, has lost its
original communication function and power. That's not to say that
advertising, per se, is dead. In fact, from Ries' point of view,
advertising has real value when it serves a proper functional purpose.
But, as stated earlier, that purpose is brand support and brand
maintenance rather than brand formation, an opposing viewpoint to
currently accepted marketing communications practice.

Source:
http://atlanta.bizjournals.com/extraedge/consultants/shoestring_marketing/2002/04/08/column153.html

I found this article compelling and am interested in the perception of Al
Ries in the ad world... I'm guessing unfavorable! The ideas purported in
this article are worth discussion I think :)

Sincerely,
Kelley Mitchell
UPS Interactive Communications



Received on Thu Apr 11 2002 - 02:20:30 CDT