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Tested Advertising Methods (Prentice Hall Business Classics)
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List Price:
$15.95
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$10.85
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Manufacturer: Prentice Hall
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Average Customer Rating: 
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Binding: Paperback
Dewey Decimal Number: 659.132
EAN: 9780130957016
ISBN: 0130957011
Label: Prentice Hall
Manufacturer: Prentice Hall
Number Of Items: 1
Number Of Pages: 304
Publication Date: 1998-07
Publisher: Prentice Hall
Studio: Prentice Hall
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Editorial Reviews:
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A legend in advertising for more than 60 years, John Caples still serves as a guide to generations of creative marketing people. Now his classic work on how to create successful advertising has been updated by respected advertising consultant Fred Hahn. It retains all the clarity, candid analysis, time-tested experience and invaluable award-winning ideas from the original, while bringing it right up-to-the-minute on the many new changes in the field.
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Spotlight customer reviews:
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Customer Rating:
Summary: The Following 2 Reasons This Book Will Save You Money are....
Comment: ...I think he would have approved that headline..draws you into the copy, no? :)
But seriously the 2 reasons are the following:
1. These methods are "Tested" and proven in the real world---Split testing real ads will result in one getting more response than the other. He did this over and over again and the results are here for you to use for yourself to spend less and make more on your ads.
2. Easy to follow Step-by-Step instructions to create your own ads---So specific and easy that a total newbie can put together a much better ad with a great book such as this. It's just like connecting the dots.
So there you are, as promised. I also like that this book is sooo cut-to-the-chase and gets right into the meat and potatos of showing you the way, without a bunch of garbage that just tries to entertain and fill more pages.
So I will cut to the chase as well and tell you that this book, combined with 'breakthrough advertising' by eugene schwartz and Advertising Secrets of the Written Word by Joe Sugarman will provide a great low cost resource that will really help you write money saving ads. I would say read this book for first for the basic construct, the Sugarman book to get a little more insight, and then Breakthough Advertising for the advanced level mind melt.
Bottom Line: Tested Advertising Methods is, really, a required staple in anyone's library who spends any kind of money on advertising.
Customer Rating:
Summary: A Complete Guide To Mail-Order Advertising
Comment: The good thing about this book is that it provides the complete information right from how to write the advertisement to how to actually set up the campaigns.
So if you want to learn copywriting quickly and start setting up campaigns for local retail business owners, then this book is ideal for you.
However, I feel that the part on creating copy has been rushed a bit in this book.
I have also read "Making Ads Pay" by Caples, and it was a lot more detailed on the thought process behind actually writing the ads. That book clearly describes each step by quoting examples of the all-time famous ads and explains how they were written.
But still, if you're just getting started in copywriting, "Tested Advertising Methods" is a good book to get.
Customer Rating:
Summary: Tested Advertising Methods, by John Caples
Comment: For more than 40 years I used Caples as personal guru in direct marketing. This edition is perfect and will be as important as a bible to be consulted and read with "devotion" from now on
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Customer Rating:
Summary: An invaluable primer for writing great ads
Comment: If you have thought about it, Caples probably tested it. From writing headlines that sell to crafting fabulous body copy, this is a must read if you are in the advertising business. A valuable reference work and tutorial. Everyone working with advertising should read this once and most of them should read it again and again. The information is as dead-on today as the day Caples wrote it. Highly recommended.
Customer Rating: 
Summary: Don't bother
Comment: Waste of money. Waste of time. Only advertising book i've been inspired by has been "Hey Whipple Squeeze This." Save your money and skip this one.
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