Reality In Advertising By Rosser Reeves Reality in Advertising by Rosser Reeves 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.” 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 delightfully 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. 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, uses advertising extensively, or simply wants to know how it operates. It is today required reading in hundreds of great corporations and many of the world's leading business schools. Rosser Reeves, one of the few men elected to the Advertising Hall of Fame, is the legendary ex-Chairman of the Board of Ted Bates & Company. He applied these principles to help to build Ted Rates & Company from a small agency to the fourth largest in the world. Now retired he is still, at fifty-eight, a man with rather dazzling reserves of energy. He is a licensed pilot, a skilled yachtsman, a collector of modern art, and a writer of poetry and short stories. From time to time, he emerses himself in chess, and was captain of the first American team sent to Moscow. Born in Danville, Virginia, Mr. Reeves studied at the University of Virginia and began his career as a reporter for the Richmond Times-Dispatch. His current “retirement” includes directorship on various boards, trusteeship of a large woman’s college, president of the Tiderock Corporation, Chairman of the Board of Daniel Starch & Staff, Inc., and a limited partnership in the Wall Street firm of Bacon, Stevenson & Reeves. Mr. Reeves lives in Westchester, New York City, and Montego Bay, Reality in Advertising is his first book. Comments on Reality in Advertising by Rosser Reeves “A great polemic—of equal importance to Claude Hopkins’s historic book. I shall order 400 copies—one for every officer and employee and one for each of our clients.” DAVID OGILVY, President, Ogilvy, Benson and Mather “By far the best book on advertising I have ever read. Like radar, Rosser Reeves penetrates the advertising fog.” GERARD LAMBERT “Intelligent, forceful, refreshing and offensive. It puts before the public and the advertising business an argument and an attitude which the pious smoothies of the business have been trying to hide for years.” MARTIN MAYER, Author, Madison Avenue, U.S.A. “A tough-minded book from the master of hard sell. A complete and incisive exposition. A tour de force.” JOHN CRICHTON, Editor, Advertising Age “It was inevitable that someone, some day, would write the definitive book on advertising. Rosser Reeves has done it.” ALFRED POLITZ “An operational tour de force. Rich in insight. I was enchanted—surprisingly so, since I have an allergy to treatises, texts and tracts. It held my attention transfixed from beginning to end.” BEN SONNENBERG “Rosser Reeves has broken new ground in advertising theory. This book will change advertising.” OSCAR LUBOW, President, Daniel Starch & Staff, Inc. “After all, advertisements are purely functional things, and therefore the criterion is their success as advertisements and not as works of art. Commercial considerations are the judges, not a panel of distinguished gentlemen.” H.R.H. the Duke of Edinburgh, to the jury who selected the Layton Annual Awards for Advertising, in London, 1960. “Do you remember that in classical times when Cicero had finished speaking, the people said, ‘How well he spoke’—but when Demosthenes had finished speaking, the people said, ‘Let us march’?” Adlai Stevenson, in introducing a can- didate for the Presidency who succeeded where he failed, in Los Angeles, 1960. Preface This book attempts to formulate certain theories about advertising—many of them quite new, and all of them based on twenty years of the most intensive research. Before the ink is dry, some man will sit down and write a campaign that ignores every word contained here. What is more, this campaign will work. However, this does not invalidate this book. The croupier at a roulette wheel knows, too, that at some moment a player may violate all the rules of probability. If the wheel spins long enough, some number (say, thirteen) will come up twenty times in a row. But roulette wheels, in the long run, do not lose money on exceptions, nor do advertising agencies or their clients, in the long run, make money on them. Agencies and clients, like actuaries, must invoke the laws of probability and determine (out of hundreds of campaigns) how they can make these laws work to their benefit. As you will see, when the laws of probability are observed, it is possible to add a heavy percentage to every advertising dollar. Nor will this procedure rule out gen- ius or fail to give genius full room to exercise its rich and golden talents. I do not think it is out of order to say that it cost $1,000,000,000 to write this book. We spent that much o f our clients’ money, and made many mistakes, to isolate these principles. Nor is it out of order to say that I alone did not write this book. It was written by a body of dedicated men and women who invested a fifth of a century, much of their profits, and a passionate curiosity to evolve a body of firm theory in a business where there is, to date, no really decent body of theory. Like Mitya, in The Brothers Karamazov, they wanted very much an answer to their questions. ROSSER REEVES Contents 1 A Common Fallacy 2 The Pulled and the Unpulled 3 Inside 180,000,000 Heads 4 The Penetrated People 5 The Pulled-over People 6 The Extra Edge 7 The Life Expectancy of Advertising 8 The Multi-Million Dollar Error 9 The Advertising Burning Class 10 No More Room in the Box 11 The Beginning of Reality 12 The Window Dressers 13 The Copy Leverage 14 The Tired Art of Puffery 15 The Three Big Roads to Rome 16 The Deceptive Differential 17 The Emersonian Mousetrap 18 No Bed for Procrustes 19 The Freudian Hoax 20 The Madison Avenue Lure 21 The Brand Imagists 22 The Law of Calculated Risk 23 The Two Faces of Advertising 24 The Good and the Awful 25 How Repetitive Is Repetitive? 26 The Vampire Claim 27 The Vampire Video 28 The Advertising Tool 29 The Most Dangerous Word 30 A New Definition 31 The Best Way to Sow the Seeds 32 Reality Sell 33 Some Principles About Principles 34 The Madison Avenue Myth 35 The New Entrepreneurs 36 A Call for Cannon Balls 1 A Common Fallacy Madison Avenue is a street of myths and fables. One of the most popular of these is a notion, firmly rooted in many advertising men's heads, that a campaign can always be judged by its sales. Out of this comes one of advertising's oldest truisms: "It's a good campaign, if sales go up." The converse of this tired maxim, which is heard almost every day in agency circles, is "It's a bad campaign, if sales go down." Unfortunately, neither of these statements is always true. They are very often false. Winston Churchill, on the floor of the Mother of Parliaments, once observed: "There are two reasons for everything—a good reason, and the real one. “ This is particularly true in advertising; and before praising a campaign, or condemning it, it often pays to look for the real reason why sales may be going up or down. Consider: A famous razor-blade manufacturer had been running a brilliant campaign. Sales had been forging ahead. Then, by accident, millions of blades with defective steel were let loose on the market. Sales shot down, and the brand was almost crippled, but—the decline was not the fault of the advertising. A great laxative had been running a strong campaign. For years it had produced a steady increase in sales. Then, an accident of chemistry made thousands of bottles highly toxic. The brand almost disappeared from the market, but again-the decline was not the fault of the advertising. A food product, on the other hand, had been running a very poor campaign. Competitors were moving steadily ahead. Then, a change in product made the brand almost a household sensation, and sales shot up—with no change in advertising.