Reality in Advertising

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Rarely has a book about advertising created such a commotionas this brilliant account of the principles of successfuladvertising. Published in 1961, Reality in Advertising waslisted for weeks on the general best-seller lists, and is todayacknowledged to be advertising's greatest classic. It hasbeen translated into twelve languages-French, Japanese, Spanish, Dutch, German, Italian, Portuguese, Danish, Swedish, Norwegian, Finnish, Hebrew-and has been published intwenty-one separate editions in fifteen countries. Leadingbusiness executives, and the advertising cognoscenti, hail itas "the best book for professionals that has ever come out ofMadison Avenue." (For typical comments see back of jacket.)Rosser Reeves says: "The book attempts to formulatecertain theories of advertising, many quite new, and allbased on 30 years of intensive research." These theories, whose value has been proved in the marketplace, all revolvearound the central concept that success in selling a productis the key criterion of advertising.In the course of explaining his own hard-headed approach, Mr. Reeves shows why the ad campaigns for many productsare just so much money poured down the drain. He has somedevastating things to say about advertising's misguided men:the "aesthetes" and the "puffers" who put art and techniqueahead of the client's sales, and he punctures many of themisguided philosophies which lower the efficiency of advertising, rather than raising it.But even more important is the thoroughness and claritywith which he explains many of the mysteries of how towrite advertising that produces these sales.Here, in short, is a concise, forcefully written guide thathas been called "a 'Rosetta Stone' for the advertising business"-an essential book for anyone who works in advertising, or uses advertising extensively.It is today required reading in hundreds of great corporationsand many of the world's leading business schools.