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Product Description
Book Description
A legend in advertising for more than 60 years, John Caples still serves as a guide to generations of creative marketing people. Now his classic work on how to create successful advertising has been updated by respected advertising consultant Fred Hahn. It retains all the clarity, candid analysis, time-tested experience and invaluable award-winning ideas from the original, while bringing it right up-to-the-minute on the many new changes in the field.
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Most helpful customer reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars
The Natural Successor to Scientific Advertising,
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This review is from: Tested Advertising Methods (Paperback)
First read Claude Hopkins's "Scientifc Advertising," then read this. Any modern-day advertisers and copywriters who don't follow the teachings of Caples and Hopkins are doomed to failure.Caples picked up where Hopkins left off, expanding upon Hopkins's work and breaking new ground with his work. Far too many advertisers today fail to heed the advice of Caples and it shows both in their advertisng and the results they achieve. "Tested Advertisng Methods," together with "Scientific Advertising," form the Bible of Advertising. If you are a serious student of advertising and/or copywriting, this has to be on your bookshelf.
1 of 1 people found the following review helpful
5.0 out of 5 stars
One of the best books in advertising,
This review is from: Tested Advertising Methods (Paperback)
This book is a jewel that every marketer or member of an ad agency should have as a reference. It does not lose time in trying to be creative. It's quite the opposite, with the author defending what he defines as "scientific" advertising, the type of advertising that wins sales as opposed to ad awards. It provides clear explanations on concepts of written copy and tests every different type of ad you can imagine - short copy x long copy, ads with picture x ads without picture, etc - to provide the reader with a quite good idea on the types of ads that really work in generating sales.The only caveat of this book: it does not mention techniques that work better in radio and TV.
5.0 out of 5 stars
Pratically build a copywriting career from this book!,
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This review is from: Tested Advertising Methods (Paperback)
Well, maybe not quite, but this volume and Bob Bly's "The Copywriter's Handbook" would make an excellent base from which to launch a career--provided you mastered everything contained therein.A classic, this book goes into what sells and what doesn't; the role of headlines-- what makes one good or bad; and other techniques of selling. If you are curious about what does and doesn't work in advertising, you need this timeless, yet timely resource. And if you are a copywriter, this is required reading and belongs on your book shelf!
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