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Rapid Response Advertising Paperback – January, 1998
Top customer reviews
in this book it is remarkably accessible and easy
reading - which doesn't mean it won't force you to
The author owns [...] - 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
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.
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.
Ogilvy once stated that half of advertising was effective, but the trick was knowing which half.
Having read Geoff Ayling's `Rapid Response Advertising', one could be forgiven for thinking the secret is finally out about designing and implementing an effective advertising campaign.
Ayling, an ad veteran from Australia, cites many examples of good advertising in this warm, insightful and comprehensive manual. This is the first thing that strikes the reader. This is not another tome on the art of advertising written by theorists. It is a comprehensive road map for success in advertising, from the initial stages of strategy, planning and concept development to media selection, budget and execution.
The book has been simply written so that it is understandable by both ad executives, CEOs and writers. It gives readers both the big picture and an up-close-and-personal view of a wide range of elements.
The premise for `Rapid Response Advertising' is a new marketing technique that is exciting, responsive and measurable - and best of all - it can be applied to virtually any budget and any business.
The technique is known as `meme'. Once a scientific term, Ayling has redefined it as a new form of marketing symbology which, when used effectively, can deliver instant consumer recognition and almost an instant return on advertising. This, according to Ayling, is the missing piece to the advertising puzzle and it is the centerpiece of his book.
The author says that memes are `emotional button-pushes'. He lists a wide variety of meme types in use, ranging from dream, greed and achievement memes to fun, responsibility and health memes. Ayling explains in great detail the inner workings of memes and how they can be applied to elicit specific responses.
`Rapid Response Advertising' covers a lot of territory including:
* The Price Myth
* Unique Selling Proposition (USP)
* Customer Buying Advantage (CBA)
* Media selection
* Know your customers
* The psychology of the marketplace
* Perception thinking
The book also provides step-by-step details on:
* Developing a rapid response system
* Developing a competitive advantage
* How to create a CBA
`Rapid Response Advertising' is fully documented with excellent real life examples of good advertising at work. While many of the case studies are from Ayling's home country of Australia, they are universal in their message and application.
This book goes several steps further than many other titles on the market. It also goes several steps further than most copywriters would care to venture, but that's what makes this an even more valuable resource and it should allow any writer to add value to any business communication, from a simple direct mail letter to a multi-stage advertising campaign.
-- Michael Meanwell, author of the critically-acclaimed 'The Enterprising Writer' and 'Writers on Writing'. For more book reviews and prescriptive articles for writers, visit [...]