How to Make Your Advertising Make Money

Rating:
Summary: MUST reading for radio station managers, Sales, Marketing
Review: Recommended in monthly Radio Management Newsletter by Holland Cooke, consultant to News/Talk/Sports AM radio stations.

Rating:
Summary: A classic on advertising and copywriting
Review: This book and Tested Advertising Methods were my first contacts with direct marketing and copywriting and what you have to consider. I consider them both classics. A must at least for every copywriter and also everyone who has to work in this area. In my job I often get suggestion for ads which are funny and creative. But funny doesn't necessarily sell. This book - based on so-called scientific advertising - shows you what works and what to look for in an ads or a copy.

Rating:
Summary: A classic on advertising and copywriting
Review: This book and Tested Advertising Methods were my first contacts with direct marketing and copywriting and what you have to consider. I consider them both classics. A must at least for every copywriter and also everyone who has to work in this area. In my job I often get suggestion for ads which are funny and creative. But funny doesn't necessarily sell. This book - based on so-called scientific advertising - shows you what works and what to look for in an ads or a copy.

Rating:
Summary: A bigger and fuller book by Caples
Review: This book is full of proven methods of making cost-effective advertising. A bit outdated but still very valid and central to advertising thinking.

Simple to read and well-organized. Examples of chapter names include; "303 words and phrases that sell", "12 ways to find advertising ideas" et cetera.

An important reference book to anyone involved with selling in general and copywriting in particular.

Other related books include; Ogilvy on Avdertising and Tested Advertising Methods.