Making Ads Pay by Caples, John; Foreward by Paul West - 1957

E-156: Harper & Brothers. Very Good in Very Good dust jacket. 1957. First Edition; First Printing. Hardcover. Hardcover. 8vo. Harper & Brothers, New York. 1957. 248 pgs. First Edition/First Printing. DJ has light shelf-wear present to the DJ extremities. No ownership marks present. Text is clean and free of marks, binding tight and solid, boards very lightly rubbed and worn. Why does one ad succeed, while another fails? This classic by a veteran copywriter analyzes hundreds of profitable ads, offering many side-by-side comparisons between similar but not equally effective ads. These analyses yield principles, procedures, tips, and practical suggestions — each tested with decades of experience — that can be immediately applied to every medium and style of advertising. During his six-decade career at the top advertising firm of BBDO (Batten, Barton, Durstine & Osborn) , author John Caples pioneered the techniques of effective copy-testing. All copywriters, from cub to chief, can benefit from his helpful suggestions. "This is a valuable textbook for every student of advertising and every writer of ads," declared the Christian Science Monitor, and Booklist pronounced it "of interest to anyone interested in what makes our business economy work." During his six-decade career at the top advertising firm of BBDO (Batten, Barton, Durstine & Osborn) , author John Caples pioneered the techniques of effective copy-testing. All copywriters, from cub to chief, can benefit from his helpful suggestions. "This is a valuable textbook for every student of advertising and every writer of ads," declared the Christian Science Monitor, and Booklist pronounced it "of interest to anyone interested in what makes our business economy work." During his six-decade career at the top advertising firm of BBDO, John Caples (1900-1990) pioneered the techniques of effective copy-testing. The advertising industry's most prestigious tribute, The John Caples International Award, was named in his honor. John Caples believed in testing of ads, consistency in copywriting practice, and simplicity in advertisements. Caples wrote what probably is the most famous ad of all time: 'They Laughed When I Sat Down At the Piano.' A few months later, he also wrote another famous ad: 'They Grinned When The Waiter Spoke To Me In French'. Both ads have been 'plagiarized' and satirized continuously ever since. E-156; 8vo 8" - 9" tall; 248 pages .