Reason Why Advertising 
Plus Intensive Advertising

by John E. Kennedy / Lord & Thomas
     If ever there was one book that contained the "SECRETS" of successful advertising and, consequently, the secrets of success in business, this book is it.
     It all started when a relatively unknown copywriter by the name of John E. Kennedy sent a note to A.L. Thomas, the head of the Lord & Thomas advertising agency. The note read: 
     "I am in the saloon downstairs. I can tell you what advertising is. I know you don't know. It will mean much to me to have you know what it is and it will mean much to you. If you wish to know what advertising is, send the word 'yes' down by the bell boy."-- Signed, John E. Kennedy
     The note would have ended up in the trash if Albert Lasker had not been in the office. Unknown to Kennedy, Lasker had been searching for the answer to that question for 7 years.
     Lasker was the rising star at Lord & Thomas, the third largest ad agency in the world. It was 1904 when, at the age of 24, he was made a partner and was paid $52,000. Yet, he did not know, to his satisfaction, what advertising was. Neither could he find anyone else who knew.
     Lasker, starving for an answer, was quick to summon Kennedy to his office. In that historic meeting three words were whispered. Three words that changed the face of advertising forever. Those words were... 
     The concept was so basic and so effective that no one has since been able to improve upon it.
     After being exposed to this powerful concept, Lasker commissioned the brilliant Kennedy to write down the set of principles into a series of lessons which were then used to train Lasker and the Lord & Thomas copywriters.
     Soon, Lord & Thomas became the training center for the advertising world. Their copywriters were being paid $4000/year, a fantastic salary for the time. Yet, other agencies were hiring them away by offering salaries up to $15000/year - just to get the magic of Salesmanship-in-Print into their agencies. And many Lord & Thomas people left to form their own agencies - John Orr Young, co-founder of Young & Rubicam was one.
     The lessons that were used to teach these copywriters are contained in this book. Were they successful? As David Ogilvy said,
"Albert Lasker made more money than anyone in the history of the advertising business"
(Ogilvy On Advertising, 1985)
     Lord & Thomas, under Lasker's direction and by using Salesmanship-in-Print, became the most admired agency in the world. It helped to establish such well-known brands as Quaker Puffed Rice and Puffed Wheat, Palmolive, Van Camp, Oldsmobile, Pepsodent and others. It quite literally created the orange juice market which put the California orange growers in business.
     But the real proof is found today in the fact that those who use these principles are among the most successful business people in the world. 
     The world of business owes a debt of gratitude to John E. Kennedy. Perhaps Lasker said it best: 
     "The history of advertising could never be written without first place being given to John E. Kennedy, for every copywriter throughout the length and breadth of this land is today being guided by the principles he laid down." 
     These two books teach the principles Kennedy laid down. Get your copy today!
     Reason Why Advertising PLUS -- Includes Intensive Advertising and a FREE BONUS chapter by Kennedy: "How Shall We Know Good Copy?".

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