By Rosser Reeves
Hardly ever has a publication approximately ads created the sort of commotion as this terrific account of the foundations of profitable ads. released in 1961, truth in advertisements was once indexed for weeks at the common best-seller lists, and is this day said to be advertising's maximum vintage. it's been translated into twelve languages-French, jap, Spanish, Dutch, German, Italian, Portuguese, Danish, Swedish, Norwegian, Finnish, Hebrew-and has been released in twenty-one separate variations in fifteen international locations. major enterprise executives, and the advertisements cognoscenti, hail it as "the most sensible e-book for pros that has ever pop out of Madison Avenue." (For general reviews see again of jacket.) Rosser Reeves says: "The ebook makes an attempt to formulate yes theories of ads, many particularly new, and all in line with 30 years of in depth research." those theories, whose price has been proved available to buy, all revolve round the crucial idea that luck in promoting a product is the major criterion of advertisements. during explaining his personal hard-headed strategy, Mr. Reeves exhibits why the advert campaigns for lots of items are only quite a bit funds poured down the drain. He has a few devastating issues to claim approximately advertising's erroneous males: the "aesthetes" and the "puffers" who placed artwork and strategy prior to the client's revenues; and he punctures the various faulty philosophies which decrease the potency of advertisements, instead of elevating it. yet much more very important is the thoroughness and readability with which he explains a few of the mysteries of the way to jot down ads that produces those revenues. the following, in brief, is a concise, forcefully written consultant that has been referred to as "a 'Rosetta Stone' for the advertisements business"- a vital booklet for somebody who works in ads, or makes use of advertisements largely. it's at the present time required analyzing in 1000's of serious businesses and plenty of of the world's top company faculties.