2. About the Author
Stefan Engeseth
• Marketing practitioner and inspirational speaker
• Specializes in marketing strategy and consumer behavior
• Author of Detective Marketing
• Creator of Detectivemarketing.com
3. Introduction
• Author’s credibility established
• Conducted intensive research
• Specializes in business techniques
• Presented the history and innovation of advertising
• Book response to Al Ries’ The Fall of Advertising & the Rise of PR
• Includes 10 points that PR is falling
• Includes 10 points that advertising is rising
4. How has PR fallen?
• Credibility lost due to greed
• Imitate instead of understand brand building
• Messages seem fake and forced
• Depend on crisis for profit
• Builds brands slowly, “Here today, gone tomorrow.”
• Exposed through internet transparency
5. How has advertising risen?
• Works with top management to promote brands
• Reaches consumers fast through internet
• Has become a part of entertainment
• Sells better the more it costs
• Content needed for web
• Hard to disguise product
6. Are these things as true as they seem?
Each point can be argued for and
against
Misconceptions of PR are present
One-sided rationale in main
points
7. Why should this book be read?
• PR Practitioners’ work will be able to deflect ideas
presented
• Shows how PR is viewed negatively
• Shows how advertising is viewed as better than PR
• Tells how to fill the gap between PR and advertising
