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Tested Advertising Methods (Prentice Hall Business Classics) (Paperback)
by John Caples , Fred E. Hahn
| Category:
Advertising, Sales & marketing |
| Market price: ¥ 168.00
MSL price:
¥ 158.00
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| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
 Good for Gifts |
| MSL Pointer Review:
This book provides clear explanations on concepts of written copy and tests every different type of ad you can imagine. |
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Author: John Caples , Fred E. Hahn
Publisher: Prentice Hall
Pub. in: July, 1998
ISBN: 0130957011
Pages: 304
Measurements: 9 x 6 x 0.8 inches
Origin of product: USA
Order code: BA00882
Other information: 5th edition
ISBN-13: 978-0130957016
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- Awards & Credential -
One of the best known books in the advertsing industry. |
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- MSL Picks -
John Caples' masterpiece is one of those rare books that can change the way you conduct your business.
With the wisdom and experience contained in this book it is amazing to see how many ads are still unaccountable for their results.
John Caples is one of advertising's greats, the author of many people's choice for the most successful ad of all time; Vice President of BBDO for many years; and Ad Age's #21 on its list of 100 Top People of the 20th Century. The world's most prestigious creative marketing award is named after him: The John Caples International Award.
He wrote several books, but Tested Advertising Methods is both his most popular and his most useful. First, he explains that advertising is not a science, because you can never predict public opinion with guaranteed results. But you can use a scientific approach to your ads, and by testing, testing, testing them with first one headline and then another, first one offer and then another, you can arrive at an ad that is probably going to be successful. This book tells you how to do that.
Five of its 18 chapters are dedicated to writing headlines, which is as it should be. "If the headline is poor, the copy will not be read," he tells us, and offers 29 different formulas for writing good headlines. Other chapters that stand out, deal with "appealing to the masses," and "the right appeal." The chapter on small ads tells not only how to write them, but what sort of products to write them for.
Caples includes many famous ads, reproduced in full and accompanied by his notes on why they did or didn't work.
As David Ogilvy says in the introduction, "This is, without a doubt, the most useful book about advertising that I have ever read." No more endorsement than that is needed!
(From quoting a reader)
Target readers:
Advertising, sales & marketing professionals.
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John Caples (1900-1990) For more than 50 years, John Caples served as one of advertising's most effective copywriters. Caples mastered results-oriented mail-order copy at Ruthrauff & Ryan, where he wrote, arguably, the 20th century's most successful such ad: "They laughed when I sat down at the piano - but when I started to play!" The U.S. School of Music ad dramatically exemplified Caples' belief that people yearn to be carefree and popular. As a teacher, lecturer and writer, he stressed simplicity and "getting to the point quickly." He joined what became Batten, Barton, Durstine & Osborn in 1927, where he served almost to the end of his days.
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From Publisher
Caples' classic is a must-read, as useful today as ever, for all marketing and advertising professionals. The best about this book was the discipline, the intelligence, and the methodical tips for how to test ads.
Caples makes a brilliant case for holding ads accountable, and is (along w/Ogilvy and others) one of the foundation pieces for all copywriters and marketing professionals.
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| View all 6 comments |
A reader (MSL quote), USA
<2007-06-27 00:00>
I have read this book twice cover to cover and refer to it almost everyday. If I could have given this book 6 stars I would have done it without reservation.
I have ordered and read at least 4 different books on copywriting and advertising in the last year. Most of the books have good ideas, but none of them describe the methods of writing headlines the way Caples does. He spends 4 chapters on it and let me tell you when he is finished you will know it cold! Personally that would have been enough to sell me on the book, but he doesn't stop there. He talks about scientific advertising to make sure you are writing ads that sell and not waste money. In addition, he talks through how to write the first paragraph and how to structure the copy. Finally, he spends time to talking about how to improve the selling power of copy.
Since I have read this book my ability to write copy has reached a whole new level. If you are in this field or responsible for writing copy I would advise you that this is a book you MUST own. |
A reader (MSL quote), USA
<2007-06-27 00:00>
This book is the best book on marketing that I have ever seen! You know, I think this book provided with me the same stuff that would cost me 5000+ dollars to have some "marketing guru" to tell me the secrets of advertising. This book is literally a gold mine! I highly recommend this book to anyone who has to motivated people with this pen. Read it today! |
A reader (MSL quote), USA
<2007-06-27 00:00>
You may know a lot about advertising, you may have study advertising, but Caples' approach in advertising is fantastic. It is not only a valuable guide about what to do in specific forms of advertising (and specific aspects), but it contains numerous examples and tests of what is right and wrong. By reading this book, you understand advertising better, regardles if you are an advertising professional or a simple consumer. Excellent and strongly recommended! |
A reader (MSL quote), USA
<2007-06-27 00:00>
Whether you're just getting started looking for your first book on advertising or you've been copywriting for years this book is an excellent investment! Each chapter gives you dozens of examples from how to begin your headlines to starting your first paragraph. With so many headline examples you're sure to write your own winner. Plus you'll learn about offers, the magic ingredient of any successful ad to get people to buy now! The title says it all, tested and proven ads. I recommend it to all my clients no matter what level of experience they have in writing ads. |
View all 6 comments |
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