Reality in Advertising

Reality in Advertising

by Rosser Reeves


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Rarely has a book about advertising created such a commotion as this brilliant account of the principles of successful advertising. Published in 1961, Reality in Advertising was listed for weeks on the general best-seller lists, and is today acknowledged to be advertising's greatest classic. It has been translated into twelve languages-French, Japanese,
Spanish, Dutch, German, Italian, Portuguese, Danish, Swedish,
Norwegian, Finnish, Hebrew-and has been published in twenty-one separate editions in fifteen countries. Leading business executives, and the advertising cognoscenti, hail it as "the best book for professionals that has ever come out of
Madison Avenue." (For typical comments see back of jacket.)
Rosser Reeves says: "The book attempts to formulate certain theories of advertising, many quite new, and all based on 30 years of intensive research." These theories,
whose value has been proved in the marketplace, all revolve around the central concept that success in selling a product is the key criterion of advertising.
In the course of explaining his own hard-headed approach,
Mr. Reeves shows why the ad campaigns for many products are just so much money poured down the drain. He has some devastating things to say about advertising's misguided men:
the "aesthetes" and the "puffers" who put art and technique ahead of the client's sales; and he punctures many of the misguided philosophies which lower the efficiency of advertising,
rather than raising it.
But even more important is the thoroughness and clarity with which he explains many of the mysteries of how to write advertising that produces these sales.
Here, in short, is a concise, forcefully written guide that has been called "a 'Rosetta Stone' for the advertising business"-
an essential book for anyone who works in advertising,
or uses advertising extensively.
It is today required reading in hundreds of great corporations and many of the world's leading business schools.

Product Details

ISBN-13: 9780982694145
Publisher: N.W. Widener, Inc.
Publication date: 07/20/2015
Pages: 172
Sales rank: 1,219,207
Product dimensions: 5.50(w) x 8.50(h) x 0.40(d)

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Reality in Advertising 4 out of 5 based on 0 ratings. 1 reviews.
TheAgencyReview More than 1 year ago
“Much of the gibberish of modern advertising is meaningless. The petty striving to magnify miniscule differences, thrown into a slick Madison Avenue argot, [has] the flavor of wet cardboard.” One could love this book for the sheer joy of the invective and disgust of those two sentences. One could love it for the way those sentences were written and the way they roll trippingly on the tongue. And one could even love this book for the sentiment expressed – for much of modern advertising IS meaningless and IS gibberish and who ever tires of hearing it said? But the real reason one should love Reality in Advertising by Rosser Reeves is because of who Rosser Reeves was and because of what he lays out in this book. The fact that Reeves is no longer as well known as, say, his brother-in-law, David Ogilvy, is as disastrous as it is indicative of what ails advertising today. Even the agency that his particular genius drove – Ted Bates - is gone, swallowed up by Saatchi & Saatchi in ‘86, merged with Backer Speilvogel in ‘87, renamed Cordiant plc in ‘95, spun off in ‘97, purchased in 2003 by WPP, and finally partnered with CHI & Partners in 2013. So let us back up. Rosser Reeves was first the creative partner of Ted Bates, who founded the agency which bore his name in New York City, and then the agency’s chairman, retiring at age 55 when it was the fifth largest shop in the world. But what he is most remembered for – and I use the term advisedly – is [to read the rest of this review, please visit:]