{"product_id":"9780982694145","title":"Reality in Advertising","description":"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,\u003cbr\u003e Spanish, Dutch, German, Italian, Portuguese, Danish, Swedish,\u003cbr\u003e 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\u003cbr\u003e Madison Avenue.\" (For typical comments see back of jacket.)\u003cbr\u003e 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,\u003cbr\u003e 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.\u003cbr\u003e In the course of explaining his own hard-headed approach,\u003cbr\u003e 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:\u003cbr\u003e 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,\u003cbr\u003e rather than raising it.\u003cbr\u003e 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.\u003cbr\u003e Here, in short, is a concise, forcefully written guide that has been called \"a 'Rosetta Stone' for the advertising business\"-\u003cbr\u003e an essential book for anyone who works in advertising,\u003cbr\u003e or uses advertising extensively.\u003cbr\u003e It is today required reading in hundreds of great corporations and many of the world's leading business schools.","brand":"N.W. Widener, Inc.","offers":[{"title":"Default Title","offer_id":47020909461744,"sku":"9780982694145","price":14.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780982694145_p0.jpg?v=1763892254","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780982694145","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}