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Reality in Advertising by Rosser Reeves

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"Reality in Advertising" by Rosser Reeves. Copyright 1960, 1961 by Rosser Reeves. This is Ninth Printing, 1977. This highly sought-after and long out-of-print book is a quintessential text for copyrighters and advertisers. It has been called 'the definitive book on advertising.' Reeves revolutionized the advertising game, and was the man behind many famous long-running ad campaigns. The character Don Draper of AMC's Mad Men was modeled in part after Reeves.

This book is in good condition. Dust jacket has some small edge tears and a few small light spots of soiling. Binding is in good shape. I found a couple of fingerprint smudges on a couple of pages. A couple of pages have been dogeared, and I found small pencil marks on a few pages. Book measures 8 3/8" x 5 3/4" and has 154 pages.

A word about shipping: U.S. shipping rate included in this listing is via insured media mail, slow but economical. If you need this book in a hurry, I can ship via Priority mail at an additional cost. Please convo me for details.

About Rosser Reeves (from Wikipedia):

"Rosser Reeves (10 September 1910–24 January 1984) was a hugely successful American advertising executive and pioneer of television advertising. He believed the purpose of advertising is to sell. He insisted that an advertisement or commercial should show off the value of a product, not the cleverness of a copywriter... Reeves generated millions for his clients, at the Ted Bates agency where he rose to chairman. The AMC program, Mad Men, uses Reeves as one model for the professional accomplishments of the series' protagonist, Don Draper (Jon Hamm).

His ads were focused around what he called the unique selling proposition [USP], the one reason the product needed to be bought or was better than its competitors. These often took the form of slogans — Reeves oversaw the introduction of dozens, some that still exist to this day, such as M&M's "melt in your mouth, not in your hand." He argued that advertising campaigns should be unchanging with a single slogan for each product... Reeves pointed out that to work, advertising had to be honest. He insisted the product being sold actually be superior, and argued that no amount of advertising could move inferior goods...

Reeves is also notable for creating Dwight Eisenhower's presidential ads for the 1952 election. He packaged Eisenhower as a forthright, strong, yet friendly leader. The commercials all included a regular person asking a question to the upper right of the screen. They would cut to Eisenhower, not wearing glasses to look stronger, looking to the lower left and then turning to the camera and responding. They were created by letting Eisenhower speak for a number of hours. Then questions were crafted later that best fit his answers...

Reeves did not shy from questionable ethics, including using doctors to sell cigarettes..."

Reality in Advertising by Rosser Reeves


  • Vintage item from the 1970s
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