- Hardcover: 320 pages
- Publisher: Prentice Hall; 5 edition (26 Mar 1997)
- Language English
- ISBN-10: 013244609X
- ISBN-13: 978-0132446099
- Product Dimensions: 23.6 x 15.9 x 2.8 cm
- Average Customer Review: 4.6 out of 5 stars See all reviews (7 customer reviews)
- Amazon Bestsellers Rank: 1,895,910 in Books (See Top 100 in Books)
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More About the Author
Product Description
Product Description
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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Customer Reviews
Most Helpful Customer Reviews
6 of 6 people found the following review helpful
Format:Paperback
I had forgotten how much of my own work as a copywriter has been influenced by it. The 5th edition is full of commonsense advice and updated examples of Caples's principles at work in the real world. And what a thrill to discover my own work cited for "doing everything right" (Select Comfort ad, p 10.). Thanks for keeping Caples ideas alive for another generation.
Format:Paperback
If there's one thing that is drummed into you as a marketer, it's that "if you can't measure it, you can't tell whether you're marketing's been successful or not", and that's where this book comes in handy.
This book, time after time, tells you what to expect from a whole range of advertising experiments. It's easy to read and understand. It's logical. It's been tested. It works.
If you are a Marketer, or a business owner responsible for your own advertising, then you need to buy this book.
Jason Sullock, author of 555 Quick n Dirty Marketing Tips
This book, time after time, tells you what to expect from a whole range of advertising experiments. It's easy to read and understand. It's logical. It's been tested. It works.
If you are a Marketer, or a business owner responsible for your own advertising, then you need to buy this book.
Jason Sullock, author of 555 Quick n Dirty Marketing Tips
Format:Paperback
David Ogilvy describes this as the most useful book on advertising that he has ever read. This book teaches all of us, from novice to veteran, everything we need to know to create advertising that sells; which is the whole purpose of the industry. Whether you are in a large agency or a one person show, reading this book will give you the edge you need. Read it. Then read it again. Considering the amount of tested information between the covers, it seems to me that the price you pay is a tiny fraction of its true value.
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Most Recent Customer Reviews
A Bit Boring...
This book is pretty boring compared to Ogilvy on Advertising.
It is the 4th revision but there is no current content...
It is the 4th revision but there is no current content...
Published on 27 Aug 2009 by Daniel
An excellent book on the basis of Copywriting
Caples was one of the most capable men to write on the effectiveness of advertising. Because he worked in direct-mail advertising most of his life. Read more
Published on 14 July 2000
Advertising 101
This book gives the basic knowledges required to write good ads and reminds us that advertising is about bringing more business to your client and not winning an award for... Read more
Published on 15 May 1999
The best book on advertising ever written.
Dealing with the hocus pocus of ad agencies is mind numbing from a marketer's perspective. This book gives you the specifics to challenge their "expertise. Read more
Published on 20 Feb 1999
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