The 100 Greatest Advertisements 1852-1958: Who Wrote Them and What They Did - Softcover

Watkins, Julian

Softcover

ISBN 10: 0486205401 ISBN 13: 9780486205403

Publisher: Dover Publications Inc, 2003

Synopsis

More than 100 illustrated examples of successful promotions demonstrate the ingredients that make ads click. These are the effective ads that sold millions of dollars of merchandise, from Rolls Royce automobiles to Lux Soap, Coca-Cola, and Campbell's Soup. Discover how the ads came into being, explained in their creators' own words. Dover Original.

About this title

From the Back Cover:

Styles in advertising will change, but there is no copywriter, artist, or campaign planner who will not profit by studying proved successes, whether of 50 years ago or today. In this single volume are 100 of what are probably among the most successful advertisements ever to appear in print, plus an additiional 13 added especially for this edition.
These 113 ads are proven salesmen―almost every one had phenomenal results. They have not been included because of personal whim, or for their beauty. The ultimate criterion here is the only one that really counts: whether an ad did what it was supposed to do. These ads helped change the habits of a nation, built reputations, gave new expressions to the language and―first and foremost―sold millions of dollars of merchandise, from Rolls Royce automobiles to Lux Soap, from Riviera Pears to Steinway Pianos.
You learn the salient facts behind these ads as well, often expressed in the words of the originator himself. Men who understood intuitively the workings of mass persuasion techniques long before they became widespread describe their own thoughts, reasonings, and hunches. Earnest Elmo Calkins tells about his experiences in creating Phoebe Snow for the Lackawanna Railroad. Bruce Barton tells about his work on the -Five Foot Shelf- ad, which increased eight-fold the number of coupons received. David Ogilvy describes his campaigns for Hathaway Shirts and Rolls Royce. Raymond Rubicam tells of Squibb's -Priceless Ingredient.-More than 100 ads tell better than any textbook or professional analysis exactly what is the secret ingredient that makes an ad -click- when a thousand others fail.
Retitled (1993) reprint of the second revised edition with 13 additional ads, first published by Dover Publications, Inc., in 1959.

Synopsis:

The priceless ingredient; His master's voice; 9944/100% pure; over 100 others. How they were written, their impact, etc. Remarkable record. 130 illus.

About this edition

• Publisher: Dover Publications Inc
• Publication date: 2003
• ISBN 10: 0486205401
• ISBN 13: 9780486205403
• Binding: Paperback
• Edition number: 2
• Number of pages: 256