David Ogilvy
"Ogilvy On Advertising"

David Ogilvy is one of the best known of all advertising men -- and for good reason.  His Ad Agency is one of the top in the world.  He has applied the wisdom of the classic ad men, (such as the others in this tape set) and shown that it works successfully to sell products, even in current times.
And he has gone on to break new ground.  There are secrets revealed in OGILVY ON ADVERTISING that you won't find anywhere else!
"If you are lucky enough to have some news to sell, don't bury it in your body copy."
"The headlines which work the best are those which promise the reader a benefit"

Albert Lasker
"The Lasker Story"

David Ogilvy said Lasker has made more money in advertising than anyone else.  It is no wonder when you consider that during the 1930's depression his personal income was $3,000,000.00 per year from Lord and Thomas -- The ad Agency he headed and owned.
Lasker was personally responsible for bringing Claude Hopkins, John E. Kennedy, and the concept of "Salesmanship-in-print" to the world, something for which we should all be thankful.

Few people realize what a genius this man was but this tape set is very revealing in that regard.
Lasker seldom gave talks or published anything.  The transcript of this talk to his staff was barely saved from extinction by an astute editorial director at Advertising Age who said that "nothing we have ever published has given such instruction and pleasure as 'The Lasker Story.'"

"You can tell from a lot of the advertising today that the art department gets it up first and then someone writes the advertidsing to go with the art.  With us, we must first must get our headline, because the headline in the end, today as 25 years ago, is 90% of all there is to an ad."

Fairfax Cone
"Reality in Advertising"

"The first rule of good advertising, as we saw it, was that it must immediately make it clear what the basic proposition is.  Few, if any people have either the time or the inclination to try and solve the puzzle of obscure advertising promises."

Rosser Reeves
"Reality in Advertising"

Rosser Reeves invent the UNIQUE SELLING PROPOSITION, an extremely powerful concept that can turn many losing ads into winners. 

"The consumer tends to remember just one thing from the advertisement -- one strong claim or one strong concept."

Many of today's "Marketing Gurus" teach about U.S.P.'s.  Many even tout that it is their idea, but Rosser Reeves created the concept decades ago.  In this presentation you learn from the master.

Alvin Eicoff
"Or Your Money Back"

Eicoff created direct response television and this is the work which revealed his secrets, just as easily applied to print, radio, or now, the Internet.

"...Set forth the problem, explain the solution, and then demonstrate why a specific product best meets that solution."

"The potential customer customer should feel a strong personal identification with the problem presented, reflexively nodding his head in acknowledgement."

Leo Burnett
"Communications of an Advertising Man"

"To change advertisements is cheaper to change than human nature.  The successful advertiser knows how human nature works and sets it to work for him."

Don't tell the people how good you will make the goods, tell them how good your goods make them."

"...ideas are more important than words."

Maxwell Sackheim
"My First 65 Years In Advertising"

Maxwell Sackheim created the Book-of-the-Moth club and invented the "till-forbid" mechanism of billing widely used today on long form infomercials.  He also wrote on of the longest running ads of all times: "Do You Make These Mistakes In English?"  It ran for 40 years, always making a profit.

"The slickest writing, the finest paper, printing and artwork can't make a good idea out of a bad one or an attractive offer out of a poor one.  Of course, the though in the headline is more important than any word -- but the right words make the thought penetrate."