Reality in advertising

Fifty years ago, the most famous American advertiser Rosser Rivz (it was he who came up with a slogan for M & MS: "melting in the mouth, and not in the hands") wrote a book "Reality in Advertising", while literally blowing the market.
Reeves was one of the most vivid students of the founder of the advertising case of the famous Claude Hopkins and was a commitment to "selling" style. He believed that advertising could have only one destination - an increase in sales. Neither loyalty, nor awareness, nor promoting goods do not play a significant role when the goal is to engage in consumption as much as possible of people!
In his book, Rivz focused on the fact that advertising efficiency (read: sales) is determined by the following factor: it should instantly seize the attention of a potential client with a single, but very strong sentence that competitors cannot make. Offers that will encourage advertising recipient to perform target action. This idea and went to the concept that Rivz called a unique trading offer (ITP).
This book is a brief, but efficient guide, a sort of Rosett stone for advertising business is an indispensable allowance for those who work in advertising. Today she is a desk book in many major corporations and leading business schools in the world