What do you think?
Rate this book
Reality in Advertising
Rarely has a book about advertising created such a commotion as this brilliant account of the principles of successful advertising. Published in 1961, Reality in Advertising was listed for weeks on the general best-seller lists, and is today acknowledged to be advertising's greatest classic. It has been translated into twelve languages-French, Japanese, Spanish, Dutch, German, Italian, Portuguese, Danish, Swedish, Norwegian, Finnish, Hebrew-and has been published in twenty-one separate editions in fifteen countries. Leading business executives, and the advertising cognoscenti, hail it as "the best book for professionals that has ever come out of Madison Avenue." (For typical comments see back of jacket.) Rosser Reeves says: "The book attempts to formulate certain theories of advertising, many quite new, and all based on 30 years of intensive research." These theories, whose value has been proved in the marketplace, all revolve around the central concept that success in selling a product is the key criterion of advertising. In the course of explaining his own hard-headed approach, Mr. Reeves shows why the ad campaigns for many products are just so much money poured down the drain. He has some devastating things to say about advertising's misguided men: the "aesthetes" and the "puffers" who put art and technique ahead of the client's sales; and he punctures many of the misguided philosophies which lower the efficiency of advertising, rather than raising it. But even more important is the thoroughness and clarity with which he explains many of the mysteries of how to write advertising that produces these sales. Here, in short, is a concise, forcefully written guide that has been called "a 'Rosetta Stone' for the advertising business"- an essential book for anyone who works in advertising, or uses advertising extensively. It is today required reading in hundreds of great corporations and many of the world's leading business schools.
- GenresBusinessNonfiction
172 pages, Paperback
First published March 12, 1961
50 people are currently reading
641 people want to read
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 18 of 18 reviews
June 25, 2018
Timeless advertising principles. Will make its followers richer.
No none sense or BS. Straight up facts, data and what REALLY works in advertising (for past, present and future).
A book to read over and over (and apply).
Anyone involved in advertising, growth hacking, CRO, marketing etc. and is interested in finding out how to move the needle of their campaigns should pick this up.
The chapters are super easy to read. The author did a great job distilling it to its essence and stripping it out of all the fluff and fillers (as ALL books should be!)
The only thing that's missing, which would've made this my favorite book of all time, is actual marketing collateral and ads.
That said, the examples are good enough to give you directions.
No none sense or BS. Straight up facts, data and what REALLY works in advertising (for past, present and future).
A book to read over and over (and apply).
Anyone involved in advertising, growth hacking, CRO, marketing etc. and is interested in finding out how to move the needle of their campaigns should pick this up.
The chapters are super easy to read. The author did a great job distilling it to its essence and stripping it out of all the fluff and fillers (as ALL books should be!)
The only thing that's missing, which would've made this my favorite book of all time, is actual marketing collateral and ads.
That said, the examples are good enough to give you directions.
April 11, 2020
A fun read that makes you realize that in 50-60 years we keep “discovering” and distancing ourselves from the same premise in advertising
February 16, 2020
A much-needed reread.
“Advertising is, actually, a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force—an extension, if you will, of the merchant who cries aloud his wares. It puts rapidly in print (or on radio and television) what would otherwise have to be handled by word of mouth. It does this at lower cost.”
“Only occasionally are great salesmen ‘things of beauty.’ They do not carry paintings by Picasso in their hands, speak in rhyme, or sing, dance, and play the flute. They are usually very earnest men, who speak convincingly and with knowledge about why their product is better.”
“Advertising is, actually, a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force—an extension, if you will, of the merchant who cries aloud his wares. It puts rapidly in print (or on radio and television) what would otherwise have to be handled by word of mouth. It does this at lower cost.”
“Only occasionally are great salesmen ‘things of beauty.’ They do not carry paintings by Picasso in their hands, speak in rhyme, or sing, dance, and play the flute. They are usually very earnest men, who speak convincingly and with knowledge about why their product is better.”
November 1, 2015
I'm beginning to notice a trend: The greatest writers of the past and present have a deep understanding of history, are well-cultured, and can make a historical tidbit relevant in a snappy way. Rosser Reeves, an advertising giant of the 20th century, is one of those great writers. The most potent examples of historical tidbits being used in a fashionable ways are in the last chapter; but he does it throughout, and makes them tango.
Reeves' writing reminds me of modern columnist and newsletter publisher Bill Bonner. Both writers weave in their cultural insights and wit to keep the reader interested throughout their books. You can tell these are men who have read a lot and seen a lot in their travels and business.
Writing aside, this book lays out the principles of good advertising.
As a non-communications major, non-business major, or whatever university major that formally studies advertising, I learned a lot.
Let's apply a lesson to what I have written so far in this review to make a point.
If my first two paragraphs comprised an entire advertising copy it would be an utter failure.
First, I took 100+ words to get to my main point: what the book was about.
This would be what Reeves called a "Vampire Claim."
I added so much more detail than what was necessary in an attempt to bolster the Unique Selling Proposition (U.S.P.). Therefore, I distracted the reader from my real purpose, which was to tell them that "Reality in Advertising" is a book that details the principles of great advertising campaigns. I "drained the campaign" (my coinage) like a vampire drains the lifeblood from its victims. The very thing devices used to improve the book review -- all that color and wonderful detail about good writing, historical tidbits -- actually made the book review worse.
I focused on his writing style, which is nice, but besides the point.
The fact that the reader is entertained during this book is a bonus.
But, again, it is besides the point.
Second, the reader would probably remember more about the writing style than the purpose of the book "Reality in Advertising" if they read my first few paragraphs. But the purpose my book review is not to sell the writing (although it is great), but to sell the contents of the book.
There are 36 short chapters in all.
Chapters build upon principles set forth in previous chapters.
No principle is out of reach for the lay person.
Make this your first advertising book to read if you haven't read an advertising book at all.
This book is a classic.
Reeves' writing reminds me of modern columnist and newsletter publisher Bill Bonner. Both writers weave in their cultural insights and wit to keep the reader interested throughout their books. You can tell these are men who have read a lot and seen a lot in their travels and business.
Writing aside, this book lays out the principles of good advertising.
As a non-communications major, non-business major, or whatever university major that formally studies advertising, I learned a lot.
Let's apply a lesson to what I have written so far in this review to make a point.
If my first two paragraphs comprised an entire advertising copy it would be an utter failure.
First, I took 100+ words to get to my main point: what the book was about.
This would be what Reeves called a "Vampire Claim."
I added so much more detail than what was necessary in an attempt to bolster the Unique Selling Proposition (U.S.P.). Therefore, I distracted the reader from my real purpose, which was to tell them that "Reality in Advertising" is a book that details the principles of great advertising campaigns. I "drained the campaign" (my coinage) like a vampire drains the lifeblood from its victims. The very thing devices used to improve the book review -- all that color and wonderful detail about good writing, historical tidbits -- actually made the book review worse.
I focused on his writing style, which is nice, but besides the point.
The fact that the reader is entertained during this book is a bonus.
But, again, it is besides the point.
Second, the reader would probably remember more about the writing style than the purpose of the book "Reality in Advertising" if they read my first few paragraphs. But the purpose my book review is not to sell the writing (although it is great), but to sell the contents of the book.
There are 36 short chapters in all.
Chapters build upon principles set forth in previous chapters.
No principle is out of reach for the lay person.
Make this your first advertising book to read if you haven't read an advertising book at all.
This book is a classic.
September 5, 2023
Man labai patinka skaityti seniai išleistas knygas (negrožines), nes taip tarsi gali pasitikrinti, ar aprašytų tiesų nesudarkė metai. Tai va, ši knyga išleista 1961 m., bet daugelis įžvalgų apie reklamos kūrimą skamba labai aktualiai. Neveltui šis autorius iki šiol cituojamas įvairiose šiuolaikinėse knygose apie reklamą (būtent taip ir susiradau šią knygą). Aišku, kaip ir prideda reklamos kūrėjui, knygoje jaučiasi, kad žmogus žino savo vertę ir nevengia pašpilkuoti neišmanėlių savo konkurentų, bet argi tai turėtų stebinti.
January 18, 2016
Indeed an excellent book, as well as an eye opener of how advertising is done, rather than how it should be done. The idea that you are trying to sell, not impress, is often lost in the majority of all advertisement.
Like the book, the 22 Immutable laws of marketing, reality of advertising is focusing on what we people need and desire, is not as complicated that bureaus make it out to be. And the way to market products and services, are most often done the wrong way. This explains you why.
I put this on the shelf of books I should read once every year.
Like the book, the 22 Immutable laws of marketing, reality of advertising is focusing on what we people need and desire, is not as complicated that bureaus make it out to be. And the way to market products and services, are most often done the wrong way. This explains you why.
I put this on the shelf of books I should read once every year.
November 1, 2019
The book is dated, but that's not the problem. It has okay content, but could have just been a magazine article. A big problem, at least for me, is that the majority of examples had no specificity, no name reference. And the book was all examples. So even though the author may have had a specific product or firm in mind when he wrote a chapter, it all seems theoretical to me.
I don't recommend this book.
I don't recommend this book.
September 22, 2020
A solid book of advice for anyone trying to improve their advertising ROI.
It’s not as crystalline in its descriptions of advertising principles as Hopkins or Ogilvy, and it doesn’t give specifics (all case studies are anonymous). It’s a quick read and the handful of tips it does contain are pretty solid.
It’s not as crystalline in its descriptions of advertising principles as Hopkins or Ogilvy, and it doesn’t give specifics (all case studies are anonymous). It’s a quick read and the handful of tips it does contain are pretty solid.
August 16, 2010
Very good concise book about advertising. A reprint of this book is overdue so that libraries who don't have to book may add it and those who do can get a that isn't worn.
August 12, 2013
Possibly the best book ever written on advertising.
Now out of print but available (expensive) from second hand bookshops.
Should be read by anyone working or interested in advertising.
Now out of print but available (expensive) from second hand bookshops.
Should be read by anyone working or interested in advertising.
February 2, 2016
One of my favourite books from years before.
March 23, 2020
I love these old advertising books. When you have to pay attention to the classics, those are lessons that are timeless.
These guys defined what we are doing now.
His writing even seems more elegant.
These guys defined what we are doing now.
His writing even seems more elegant.
September 26, 2023
I've been working in advertising for 11 years and nobody had told me a few simple things.
For example, that it pays more to get your message to twice the amount of people, once each, than to reach fewer people twice.
Rosser Reeves shares a few things he found out by testing, testing, testing.
Go read this, everyone who works in the business. And related areas, like politics, social media, etc.
For example, that it pays more to get your message to twice the amount of people, once each, than to reach fewer people twice.
Rosser Reeves shares a few things he found out by testing, testing, testing.
Go read this, everyone who works in the business. And related areas, like politics, social media, etc.
May 20, 2021
Good insight into advertising rules
A summary of the ways that advertising needs to be more like a science experiment than based on personal opinion. Good read with short chapters.
A summary of the ways that advertising needs to be more like a science experiment than based on personal opinion. Good read with short chapters.
April 13, 2025
Includes some principles for advertising, but given the time period, a lot of it is outdated and makes it out of touch. Reeves also has a very high view of himself, as portrayed in the later chapters especially.
April 16, 2023
It's really interesting to see how the advertising greats thought about the practice and implementation of advertising throughout the past 50-100 years or so. It's a surreal feeling, to step back into their mind and hear what they thought.
It surprised me that not much has changed in advertising since Reeves wrote this book. Yes, new technology and ways of doing this, but some of the principals mentioned are still relevant to this day.
It surprised me that not much has changed in advertising since Reeves wrote this book. Yes, new technology and ways of doing this, but some of the principals mentioned are still relevant to this day.
October 14, 2015
to read my review, please visit: http://wp.me/P23AlC-vl
Read
March 27, 2019well in one word i like the book...how they build up thing bit by bit and how they derived new info based on old one,make sure that every thing makes some sense and you don't have to remember it.Very informative in nature and author and knows what she is writing.
Displaying 1 - 18 of 18 reviews