Rapid Response Advertising [Paperback]

Geoff Ayling (Author), Jeff Ayling (Author), Kerri Ayling (Author), Jenny Ayling (Author)

Book Description

Publication Date: January 1998

This comprehensive guide provides a new approach to developing and testing advertising concepts that enable users to optimise their advertising budgets. Readers will discover how a rudimentary understanding of the new science of memes - self-explanatory symbols that represent a complete idea and impact behaviour can be translated into successful campaigns, such as "Nike - just do it". It shows decision makers how to use the rapid response system - an advertising strategy based on memes - to engage the consumer through five key activators: identity, emotion, influence, recall and communication. Armed with the information in this book CEOs, advertising executives and marketing and brand managers will be able to better evaluate the potential response of any advertising, creative or strategic effort.

Product Details

• Paperback: 267 pages
• Publisher: Business & Professional Publishing (January 1998)
• Language: English
• ISBN-10: 1875680578
• ISBN-13: 978-1875680573
• Product Dimensions: 9.3 x 6.5 x 0.7 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 4.8 out of 5 stars  See all reviews (8 customer reviews)
• Amazon Best Sellers Rank: #2,392,701 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

10 of 12 people found the following review helpful:

5.0 out of 5 stars A Must-Read for Anyone Who Advertises or Creates Advertising, September 19, 1999

By 

David Garfinkel "Author, Advertising Headline... (San Francisco, CA USA) - See all my reviews
(REAL NAME)   

This review is from: Rapid Response Advertising (Paperback)

This is truly a breakthrough book, with major implications for marketing and advertising in all its forms.

Ayling lays out in simple, credible, well-documented and well-throught-through narrative a viable explanation of why advertising that works, works -- and why advertising that doesn't work, doesn't.

That may or may not interest you. However, if you have ever lost tons of money using typical ad-agency "get your name in front of the public" techniques -- or if you don't know if you have or you haven't (hint: if you don't know, then, you have!) -- this book will clear the smoke away and give you a simple, workable, step-by-step blueprint to return to profitable advertising.

My own field of expertise is direct-response advertising -- the kind that makes people who are ready to buy, or likely to be incited to buy right away, respond -- and buy. Ayling clearly understands that discipline and is probably a master of it himself.

But in this book, he takes it one step further. He shows you HOW TO CREATE AN AUTOMATIC DIRECT-RESPONSE MECHANISM INSIDE THE MIND OF THE CUSTOMER so that when that person finally is ready to buy, the name of your company or your product "pops up" internally, and there's really no other choice for that person but to buy from you.

Don't believe me? I don't blame you. But you can't afford NOT to find out if I'm right or I'm wrong. Everyone I've recommended this book to has gone nuts over it, and that includes one of the world's best known authorities on marketing, and my own personal favorite expert on small service business marketing.

Get this book. It's worth it. You'll be glad you did.

10 of 13 people found the following review helpful:

5.0 out of 5 stars most important advertising book ever!, April 25, 2001

By 

Jay Levinson "the father of guerrilla marketing" (San Rafael, CA USA) - See all my reviews
(REAL NAME)   

This review is from: Rapid Response Advertising (Paperback)

I read a lot of books on marketing and advertising, but none as powerful and to-the-point at Geoff Ayling's "Rapid Response Advertising." If this book had the proper promotion in the U.S., it would most certainly be on the bestseller list. The book had a most positive influence on my life and my business -- and I'm sure it will have the same affect in the lives of other readers.

Amazingly, this book has hardly anything in common with other advertising books because it breaks new ground and illuminates new pathways to the mind of the consumer. It's honest, funny, well-written, teeming with anecdotes, and fraught with revolutionary ideas. I cannot recommend it highly enough, but with this review, I sure want to try. Buy this book! Act on what it teaches you! Then kick back and watch your sales curve rise and rise all the way to the moon.

5.0 out of 5 stars awesome idea book, October 17, 2008

By 

Loren Woirhaye "Direct Response copywriting ... (Easthampton, Massachusetts - Los Angeles, California) - See all my reviews
(VINE VOICE)   

This review is from: Rapid Response Advertising (Paperback)

Considering the scope and depth of the ideas discussed
in this book it is remarkably accessible and easy
reading - which doesn't mean it won't force you to
think.

The author owns www.wam.net.au - where you can listen
to a whole bunch of jingles his company has created using
the concepts explained in this book. This is a system
for creating memes within your brand - an imbedded
instant-recall mechanism within your ideal customer's
brain which forces him to identify your product
alone as the one which will solve his problem at the
time when the problem becomes too intense for him to
tolerate.

Some buyers are NOW buyers. They will buy within 48
hours. These buyers are costly to acquire but they
are the bread and butter of many businesses. When you
stop advertising however, they disappear, which means
to maintain a steady flow of them your costs will
escalate in general.

The strategies in this book show us how to create
buying-response systems of an almost diabolically
Pavlovian nature... enslaving the future buyer into
a ready customer, even years in the future of the
exposure to your marketing - even despite exposure
to the more recent marketing of your competitors.

Wild stuff. You'll probably balk at buying it. Your loss.