#3071
Mentioned in 5 episodes
Tested Advertising Methods
Book • 1980
This book, first published in 1932, remains highly relevant today.
It outlines John Caples' three-step approach to creativity and testing in advertising: capturing attention, maintaining interest, and moving the prospect to favorable action.
Caples stresses the importance of testing every aspect of advertising, including copy, media, position, and season.
He also provides insights into writing effective headlines and the need to appeal to people's self-interest.
The book has been updated in later editions to include new coverage on small businesses and non-profit advertising.
It outlines John Caples' three-step approach to creativity and testing in advertising: capturing attention, maintaining interest, and moving the prospect to favorable action.
Caples stresses the importance of testing every aspect of advertising, including copy, media, position, and season.
He also provides insights into writing effective headlines and the need to appeal to people's self-interest.
The book has been updated in later editions to include new coverage on small businesses and non-profit advertising.
Mentioned by
Mentioned in 5 episodes
Mentioned by 
David Senra as a bible of direct marketing, containing valuable lessons on advertising.
David Senra as a bible of direct marketing, containing valuable lessons on advertising.
290 snips
#169 David Ogilvy (The King of Madison Avenue)
Mentioned by 
Kieran Flanagan as a favorite copywriter and author of "Test and Advertising Methods", a book highlighting A/B testing.
Kieran Flanagan as a favorite copywriter and author of "Test and Advertising Methods", a book highlighting A/B testing.
49 snips
If You Can Adopt These Marketing Principles, Ai Can’t Hurt You
