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For your benefit, 8 of the greatest advertising experts who ever lived
put the accumulated wisdom of their lifetimes into 8 of the most revealing
books ever written. And now, because they have been put onto audio cassette
tape, you can easily listen to and assimilate this wisdom while driving,
taking a walk, lounging on the back patio, or whatever. |
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Here is a list of the books recorded on these tapes. Click on each for
a short description of the geniuses who wrote them. |
| David
Ogilvy -- Ogilvy On Advertising |
| Claude
Hopkins -- My Life in Advertising |
| Albert
Lasker - The Lasker Story |
| Fairfax
Cone - With All Its Faults |
| Rosser
Reeves - Reality in Advertising |
| Alvin
Eicoff - Or Your Money Back |
| Leo
Burnett - Communications of an Advertising Man |
Maxwell
Sackheim - My First 65 Years in Advertising
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| David
Ogilvy -- Ogilvy On Advertising |
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David is one of the best known of all advertising men -- and for good reason,
his agency is one of the top in the world. He has applied the wisdom of
the classic ad men (such as the others in this tape set) and shown that
it works successfully to sell products, even in current times. |
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And he has also gone on to break new ground. There are secrets revealed
in Ogilvy On Advertising that you won't find anywhere else. |
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"If you are lucky enough to have some news to tell, don't bury it in your
body copy." "The headlines which work best are those which promise the
reader a benefit." |
| Claude
Hopkins -- My Life in Advertising |
| Considered
by many to be the father of modern advertising, this book is one of the
most revealing when it comes to basic, immutable advertising techniques
that are still valid today and , in fact, will probably never change. |
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People have made millions by following his advice. He started at Lord &
Thomas in 1908 at $1000 a week and was paid as much as $185,000 in one
year -- a sum based upon a percent of the profits his ads brought in to
clients. Here's just a sample of his wisdom: |
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"Argue anything for your own advantage and people will resist to the limit.
But seem unselfishly to consider your customers' desires and they will
naturally flock to you." |
| Albert
Lasker - The Lasker Story |
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Ogilvy said Lasker has made more money in advertising than anyone else.
It is no wonder when you consider that during the depression his personal
income was $3,000,000.00 per year from Lord & Thomas -- the agency
he headed and owned. |
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Lasker was personally responsible for bringing Claude Hopkins, John E.
Kennedy, and the concept of "Salesmanship-in-Print" to the world, something
for which we should all be thankful. Few people realize what a genius this
man was but this tape set is very revealing in that regard. |
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Lasker seldom gave talks or published anything. The transcript of this
talk to his staff was barely saved from extinction by an astute editorial
director at Advertising Age who said that "nothing we have ever published
has given the staff of Advertising Age so much instruction and pleasure
as "The Lasker Story." |
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"You can tell from a lot of the advertising today that the art department
gets it up first and then someone writes the advertising to go with the
art. With us, we first must get our headline, because the headline in the
end, today as 25 years ago, is 90% of all there is to an ad." |
| Fairfax
Cone - With All Its Faults |
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"The first rule of good advertising, as we saw it, was that it must immediately
make clear what the basic proposition is. Few if any people have either
the time or the inclination to try to solve the puzzle of obscure advertising
promises." |
| Rosser
Reeves - Reality in Advertising |
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He invented the Unique Selling Proposition, an extremely powerful concept
that can turn many losing ads into winners. "The consumer tends to remember
just one thing from an advertisement -- one strong claim, or one strong
concept." |
| Alvin
Eicoff - Or Your Money Back |
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Eicoff created direct response television and this is the work which revealed
his secrets, just as easily applied to print or radio. |
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"...Set forth the problem, explain the solution, and then demonstrate why
a specific product best meets that solution." |
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"The potential customer should feel a strong personal identification with
the problem presented, reflexively nodding his head in acknowledgment." |
| Leo
Burnett - Communications of an Advertising Man |
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"To change advertisements is cheaper than to change human nature. The successful
advertiser knows how human nature works and sets it to work for him." |
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"Don't tell the people how good you make the goods, tell them how good
your goods make them." |
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"...ideas are more important than words." |
| Maxwell
Sackheim - My First 65 Years in Advertising |
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He created the Book-of-the-Month club and invented the "till-forbid" mechanism
still used today. He also wrote one of the longest running ads of all time:
"Do You Make These Mistakes in English?" It ran for 40 years, always making
a profit. |
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"The slickest writing, the finest paper, printing and art work can't make
a good idea out of a bad one or an attractive offer out of a poor one.
Of course, the thought in the headline is more important than any word
-- but the right words make the thought penetrate." |
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