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Fantastic Advertising Book: The Real Deal Without The Smoke and Mirrors..
on January 30, 2014
The best direct response marketers cannot give this book enough praise and I can see why.. This is the basics of which every great campaign is built. If you don't have this knowledge then you are on shaky grounds. It is based on common sense, which is what most ad agencies try to remove from the evaluation process regarding campaigns.
In the end of the day, any ad should pull enough profits to justify the cost of running it. And if you are not measuring it, or just "branding", how would you ever know if you are getting your money back vs flushing money down the toilet?
If you are a business owner, read this book before ad agencies and other sneaky media sales reps takes your last dollar.. And don't believe in the branding BS, unless you are Coca Cola and have distribution in virtually every location thinkable.
David Ogilwy, which is probably the most famous ad-man in the world, said that every serious advertiser should have read this book at least 7 times. So do yourself a favor and read it at least 3 times. You will thank yourself later (and hopefully read it another 4 times)..
It is interesting to see how a book this old, can still be as relevant today almost a 100 years later..