Reality in advertising

Fifty years ago, the most famous American advertiser Rosser Reeves (it was he who came up with a slogan for m & ms: "melt in his mouth, and not in his hands") wrote the book "Reality in Advertising", which literally blown up the market. Reeves was one of the most striking students of the founder of the advertising case of the famous Claude Hopkins and was an adherent of the "selling" style. He believed that advertising could only have one purpose - an increase in sales. Neither loyalty, nor recognition, nor popularization of goods play a significant role, when the goal is to involve the consumption of as many people as possible! In his book, Reeves focused on the fact that the effectiveness of advertising (read: Sales) is determined by the following factor: it should instantly capture the attention of a potential client with the help of one, but a very strong offer that competitors cannot make. Suggestions that will prompt the recipient of advertising to perform targeted action. This idea fell into a concept that Reeves called a unique trade proposal (UTP) This book is a short, but effective leadership, a kind of "Rosettic stone for the advertising business" is an indispensable manual for those who work in advertising. Today it is a table book in many large corporations and leading business schools in the world