TITLE

Feeding the Media Monsters

AUTHOR(S)
Lee, Shelley A.
PUB. DATE
February 2003
SOURCE
Journal of Financial Planning;Feb2003, Vol. 16 Issue 2, p17
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article discusses how a company launching a public relations campaign literally puts its future in the hands of others, as highlighted in the book The Fall of Advertising and the Rise of PR by Laura Ries. The durability claim of automobile manufacturer Volvo was backed by the fact that nine out of ten automobiles sold in the U.S. were still running an average of 13 years. Most advertisements live for a brief moment, then die. Not so with publicity because a good story will live forever. Trumpeting the amount of money under management became a common financial planning measurement in the 1990s. With some concerted effort by individual planners, the Financial Planning Association and consumer groups, it may slowly change.
ACCESSION #
16940526

 

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