Advertising Is Dead. Long Live PR

Although I still believe there is a place for advertising as a brand maintenance or brand affirmation tool, I am convinced that to build a brand today, you need PR. At one time advertising did build brands. But this was in a simpler America. That America, sadly, is no more.

I've been re-reading The Fall Of Advertising & The Rise Of PR, by Al and Laura Ries, and it is their book that has moved me from suspicion of advertising's demise as a brand-builder to conviction.

As the Ries' say, "Publicity is the nail, advertising is the hammer." What does this mean? It means that your PR effort helps make your message believable so that your advertising will have credibility when it hits.

Typically, companies want to hit the market hard and make a lot of noise. Advertising allows you to launch quickly, control the message, and have your message in as many media as you have the money for. However, that does not mean your message will be believed. The louder advertisers yell, the less likely I am to believe them. How about you?

PR takes time and does not necessarily work on your schedule. Planting new ideas or changing minds is a slow process. When your PR program rolls out over a longer period of time, prospects have time to adjust their attitudes. Brands that take this approach are longer lasting, too.

Chevrolet, for years the number one auto brand, was still number one in ad spending in 2001. It spent $819 million dollars ? 39 percent more than Ford spent. That year, Ford outsoldevrolet by 33 percent. Since 1997, Chevrolet has outspent and undersold Ford. Chevrolet spends $314 per vehicle and Ford spends $170 per vehicle. Do you think advertising is working for Chevrolet?

Kmart, embroiled in financial difficulty for years, had revenues of $37 billion and spent $542 million on US advertising in 2001. Wal-Mart spent $498 million and garnered four times the revenue: $159 billion split between its Wal-Mart and Sam's Club stores. The average Wal-Mart store does $46 million in sales each year while its Sam's Club average store sells $56 million. Sam's Club does almost no advertising.

Those are old brands, you're saying. What about some newer brands, Harry?

OK, let's look at Pets.com. Remember the dog sock puppet that starred in their commercials? It won awards, but not sales. In six months Pets.com had $22 million in revenues and spent four times that much on advertising. Off-base advertising creativity at work.

The Body Shop was built totally by publicity. No advertising at all. Starbucks, until recently, did virtually no advertising. It has built a brand through good PR efforts. Starbucks' annual sales are around $1.3 billion, while advertising expenditures over 10 years, have totaled less than $10 million.

Finally, what advertising agency do you know that has built its brand with ads? Things that make you go "hmm."

Harry Hoover is managing principal of Hoover ink PR, http://www.hoover-ink.com. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Duke Energy, Levolor, New World Mortgage, North Carolina Tourism, VELUX and Verbatim.

affordable house cleaning Wilmette ..
In The News:

A new phishing scam targets family photos with fake "Cloud Storage Full" alerts. Criminals steal credit card information through fake sites. Learn protection tips.
South Korean scientists create ultra-thin fabric muscles that turn clothes into robotic assistants, lifting 33 pounds while weighing under half an ounce.
Archer Aviation has acquired Hawthorne Airport for $126M to launch an LA air taxi network ahead of the 2028 Olympics, featuring AI-powered eVTOL operations and next-gen aviation tech.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Fake AI apps disguised as "ChatGPT" and "DALLĀ·E" are flooding app stores with dangerous malware that steals data and monitors users without detection.
Fake buyers demand specific vehicle reports from unknown sites to steal credit card information from car sellers, but warning signs can help identify these scams before paying.
Android users can now manage apps across multiple devices more easily with Google Play Store's updated remote uninstall button in the latest update.
NASA's Perseverance rover discovers shiny metallic rock on Mars that could be a meteorite from an ancient asteroid, containing high levels of iron and nickel.
Holiday scams spike during Black Friday and Cyber Monday as criminals exploit your leaked personal data. Learn how to protect yourself from fake stores and phishing.
Commerce Department proposes TP-Link router ban over Chinese security risks. Learn how this potential prohibition could affect your home network and devices.
Hyundai AutoEver America suffered a data breach affecting 2,000 current and former employees, exposing names, Social Security numbers and driver's license information.
Washington court rules automated license plate reader images are public records, even when stored by vendors like Flock Safety, setting precedent for transparency.
Fake airline texts claiming flight cancellations are targeting travelers with convincing scams. Learn how cybercriminals steal personal data and credit card info.
Discover how iOS 26's new Adaptive Power feature automatically extends iPhone battery life by learning your usage patterns and adjusting performance intelligently.
New TikTok malware campaign tricks users into running PowerShell commands that download Aura Stealer, which steals credentials and authentication tokens.
Gaia Family offers fixed upfront pricing for IVF cycles with unlimited embryo transfers and financial protection, partnering with over 100 U.S. fertility clinics.
The Jetsons Act aims to position Pennsylvania as a leader in advanced air mobility by establishing regulations for hybrid ground-air vehicles.
Fake Geek Squad invoice emails are targeting users with convincing charges and urgent phone numbers to steal personal information and money.
Fox News Digital's artificial intelligence newsletter digs into a robot in Russia that faceplanted, George Clooney's alarm and OpenAI's rivalry with the New York Times.
Major data breach at Conduent exposes personal information of 10+ million people. Government contractor hit by cyberattack affecting Medicaid, child support systems.
Texas startup Janta Power raises $5.5M for innovative vertical solar towers that generate 50% more energy than traditional panels while using just one-third the land.
NASA's twin ESCAPADE spacecraft launched aboard Blue Origin's New Glenn rocket Thursday afternoon from Cape Canaveral, beginning their journey to Mars with arrival expected in 2027.
Learn how to set email reminders on iPhone and Android so you never forget to reply again. Simple built-in features help you stay organized and on top of messages.
Discover how Apple's passkeys revolutionize Mac security by replacing vulnerable passwords with biometric authentication and encryption for ultimate protection.
New survey reveals 78% of parents fear AI scams targeting their kids, yet nearly half haven't discussed these threats. Learn why this dangerous gap exists.

Media Relations: Should You Pay For News Coverage, Part II

Last month, we told you about "pay for play," a... Read More

How Would You Ever Know?

Your important outside audiences behave in ways that stop you... Read More

Media Relations: Should You Pay For News Coverage?

Dear New York Times:I'd like to be quoted in one... Read More

Auto Detailing Public Relations; United Way Withholding

As a mobile detailing company it is important to have... Read More

Does the PR Blueprint Work?

Managers, please take a minute and read two sentences: People... Read More

Do You Have Issues?

Every organization has issues that could affect its operation. The... Read More

Why Not PR That Gets Real Results?

And not results you can measure only in terms of... Read More

Forget the Press Release - Heres How to Pitch Like Roger Clemens

Stripped down to its core, publicity is little more than... Read More

Media Relations: Minority Media Matters

Your boss just stopped by your office. He tells you... Read More

PR Works! 15 Ways To Make Your Press Release Stand Out From the Crowd

Do editors of newspapers, magazines and online news sites really... Read More

Get Outsiders on Your Side

Especially good advice for business, non-profit and association managers whose... Read More

Publicity From Thin Air

In an ideal world, your business would be overflowing withnewsworthy... Read More

Dont Expect to Bump Oprah From A Magazine Cover

"I want a pony, a tree house and the fastest... Read More

10 Tips to Give Your Press Release The Edge It Needs to Make the News

Writing a press (or media) release is quite an art... Read More

How To Get FREE Publicity Whenever You Want !

What you are about to read is a step by... Read More

Publicity Tips from the Pros

If you want to know the best way to approach... Read More

The Press Release is Dead (Now Will Somebody Please Tell the Clients?)

In competing for a piece of business not too long... Read More

What Kind of PR Makes Sense?

For business, non-profit and association managers, is it publicity that... Read More

Marketing-Minded Financial Planners, Focus on Main Points During an Interview

You never want to inundate a reporter with information, but... Read More

The Most Important PR In America

Just happens to be public relations activity that alters individual... Read More

Business Growth for Financial Planners in Five Easy Steps

Attracting new business: sometimes it happens by luck, sometimes by... Read More

How To Make Time For Public Relations

"Don't say you don't have enough time. You have exactly... Read More

What? You Havent Got a Capability Statement?

What's a Capability Statement?As the name suggests, it tells potential... Read More

Managers: Heres a PR Template for You

Let's start out with a caution for business, non-profit and... Read More

CD ROM Business Cards

Created properly, an extremely effective marketing tool.It's a great concept,... Read More

quick home cleaning Northbrook ..