{"product_id":"making-ads-pay-9780486486017","title":"Making Ads Pay","description":"Why does one ad succeed, while another fails? This classic by a veteran copywriter analyzes hundreds of profitable ads, offering many side-by-side comparisons between similar but not equally effective ads. These analyses yield principles, procedures, tips, and practical suggestions -- each tested with decades of experience -- that can be immediately applied to every medium and style of advertising. \u003cbr\u003eDuring his six-decade career at the top advertising firm of BBDO (Batten, Barton, Durstine \u0026amp; Osborn), author John Caples pioneered the techniques of effective copy-testing. All copywriters, from cub to chief, can benefit from his helpful suggestions. \"This is a valuable textbook for every student of advertising and every writer of ads,\" declared the \u003ci\u003eChristian Science Monitor, \u003c\/i\u003e and \u003ci\u003eBooklist\u003c\/i\u003e pronounced it \"of interest to anyone interested in what makes our business economy work.\"\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003eDuring his six-decade career at the top advertising firm of BBDO, John Caples (1900-1990) pioneered the techniques of effective copy-testing. The advertising industry's most prestigious tribute, The John Caples International Award, was named in his honor.\u003cbr\u003e","brand":"Dover Publications","offers":[{"title":"Default Title","offer_id":50412555698450,"sku":"9780486486017","price":10.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_dd93fdd3-53be-4610-abde-2c0a764c4053.jpg?v=1737111279","url":"https:\/\/surprise-castle.myshopify.com\/products\/making-ads-pay-9780486486017","provider":"Surprise Castle","version":"1.0","type":"link"}