Books that influenced me
CHI & Partners
1 REALITY IN ADVERTISING
By Rosser Reeves Published by Knopf 1961
Rosser Reeves is the inventor of the most enduring concept ever about how advertising works and how you create effective advertising – the unique selling proposition. He says that if you can't find a USP in the product or in the use of the product, or induce the client to change his product, or tell the public something about that product which has never been revealed before, you'll just produce show-window advertising. His book is a constant reminder that, whatever...