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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1 of 1 people found the following review helpful
By A Customer
Format:Paperback
Caples was one of the most capable men to write on the effectiveness of advertising. Because he worked in direct-mail advertising most of his life.
The book is full of Gems and suggestions that are as applicable today as they were in his days. Tested Advertising Methods is as basic to advertising as the alphabet is to mankind.
I also suggest; How to make you advertising make money also by Caples and Ogilvy on Advertsing by David Ogilvy.
2 of 2 people found the following review helpful
By James Sadler
Format: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
Format: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.
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4.6 out of 5 stars
Most recent customer reviews
5.0 out of 5 stars
Learn How to Motivate People to BUY Your product!
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... Read more
Published on Mar 12 2004 by Zev Saftlas
5.0 out of 5 stars
Pratically build a copywriting career from this book!
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... Read more
Published on Nov 21 2002 by G. Maxwell
5.0 out of 5 stars
A valuable tool for any media account executive!
Even though this book is based on data from direct mail advertising, almost everything can be applied to writing copy for broadcast media such as radio and television.
Mr. Read more
Published on Aug 21 2002 by R.J. Robinson
5.0 out of 5 stars
Tested Ad Methods a True Ace
As a pro writer who reads all he can digest, i can truly say this the single most valuable book i've ever read related directly to effective writing. Read more
Published on Aug 17 2002
5.0 out of 5 stars
Excellent - Best book on advertising and copywriting ever!
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. Read more
Published on July 26 2002 by MAT
5.0 out of 5 stars
If You Want 5 Star Content, This Book is The One!
There's a reason why David Olgilvy calls this the most useful advertsing book he's ever read! I hold a Ph. Read more
Published on Jun 21 2002 by Dr. Michael Temple
5.0 out of 5 stars
Great resource with practical examples
Not only the how, but what is shared in a simple easy to use way. Very useful especially the section on how to test your marketing (your ads), much more available than I could... Read more
Published on Jan 5 2002 by Justin Hitt
5.0 out of 5 stars
Barry In WI - An Engineer in Marketing Land
As a newly annointed Product Manager I found this book to be a no-nonsense approach to analyzing copy. Read more
Published on Dec 31 2001
5.0 out of 5 stars
They don't call it a "Classic" for nothin...
Eighteen "time-tested" chapters that will get your blood pumped, and heart jumped. Much of the book's advice are geared towards the mail order industry. Read more
Published on Nov 28 2001 by "mrblaze"
5.0 out of 5 stars
They laughed when I got this book, but when they saw my ad--
And when they saw the RESULTS of my advertisement, the other guys simply said "Where do you get your ideas? Read more
Published on May 28 2001 by Alex Racho
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