For direct marketers
John Caples does not simply show how direct marketing works, but how successful direct marketing works.
This book is nine years old and always
even better than most of what has appeared since. David Ogilvy
writes in his foreword to the fourth edition, "Tested Advertising
Methods" is the most useful book he has ever read. Right
he has, because John Caples does not simply show how direct marketing
works, but how successful direct marketing works.
And that makes a big difference. At the heart of his book is the
Detailed comparison of two campaigns. One sold three times more
than the other - Caples explains why, step by step. (rh)
Tested Advertising Methods by John Caples; Prentice Hall, 1997 (5th edition), 278 pages, 28.40 francs.
even better than most of what has appeared since. David Ogilvy
writes in his foreword to the fourth edition, "Tested Advertising
Methods" is the most useful book he has ever read. Right
he has, because John Caples does not simply show how direct marketing
works, but how successful direct marketing works.
And that makes a big difference. At the heart of his book is the
Detailed comparison of two campaigns. One sold three times more
than the other - Caples explains why, step by step. (rh)
Tested Advertising Methods by John Caples; Prentice Hall, 1997 (5th edition), 278 pages, 28.40 francs.
