Reality In Advertising

128 Pages·2012·3.05 MB·English

by  Harlan Kilstein

R e a l i t y
I n
A d v e r t i s i n g

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.
One of America's richest companies decided to enter the dentifrice field. Within a
period of three years this company introduced not one, but two major brands—
spending over $50,000,000 in powerful advertising, sampling, and promotion. The share
of market of many of the older brands, naturally, dipped down. It would be folly,
however, to equate this decline with their advertising campaigns.
We do not mean to imply that advertising is not an enormous factor. It is. We
simply wish to make the point that big mistakes can be made if you try to judge an
advertising campaign, always, by sales.
Recently a group of marketing men, almost idly, at a luncheon table, listed thirty-
seven different factors, any or all of which could cause the total sales of a brand to
move up or down.
Advertising was only one of these.
The product may be wrong. Price may be at fault. Distribution may be poor. The
sales force may not be adequate. Budget may be too low. A better product may be
sweeping the market. A competitor may be outwitting you with strong deals. There
are many variables.
And when a wheel has many spokes, who can say which spoke is supporting the wheel?