This text is a brief version of book "Bloom of пиара and decline of advertisement. How the best of all to present a firm".This book not on death of advertisement and birth of пиара, as many think initially. She is about changing of their roles. Authors designate a main rule at the start of new product : beginning is always necessary from пиара. Only пиар is able to create brands and reputation. An advertisement plays a second-rate role: she protects and supports already existing brand.A modern advertisement often in any way is unconnected with sales. She grew into the real art. Her creators think only, how to make impression on an advertisement association and. to get a reward. Neither tasks, nor aim nor influence of advertisement, on a consumer are not taken into account. Креатив is important only. One of the most successful advertisement campaigns in all history of marketing is an advertisement with sucklings moustaches "Milk did drink"?. In her survey participated known people of America - from Bill Clinton to Наоми Campbell. This advertisement campaign became part of culture : about sucklings moustaches talked in films, serials and even produced a book. Do you think, the sales of milk flew up due to such success? Far from it. They fell down it nowhere worse.Yes, exactly пиар is a build up a reputation. But when she already gained a foothold in consciousness of people, changing reputation is difficult. And than more popular brand, the it is difficult to change the presentation folded about him is in the minds of customers. And if is it nevertheless necessary to change opinion? It maybe. Only again required long time. Many people do not realize, when change the point of view, because consider her always faithful. It is difficult to acknowledge that wronged. But when reasons supporting opposite position accumulate during a long period, people get used to the new true. In course of time man forgets about the past (opposite current) point of view.Marketing works not with a product, he works with consciousness of people. For success with creation of brand something more effective is required, than bright advertisement. Пиар can influence on negative or undesirable for your brand opinion only. An advertisement is not able to change the already folded idea about a product, people do not trust her.In a review on this book you will find valuable recommendations and reference-points for strategists and marketing specialists : how to create a successful brand, as better to organize an informative campaign, how to do so that your brand was fallen in love.We remind that this text is a summary of book