Reason Why Advertising: The Original Framework for Direct-Response Marketing - Paperback
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Reason Why Advertising: The Original Framework for Direct-Response Marketing
What makes an advertisement truly effective?
"True advertising is only 'salesmanship on paper.' When it is anything less, it is not real advertising--it is merely general publicity."
In Reason Why Advertising, John E. Kennedy reveals the core principles of persuasive marketing that transformed the advertising industry. First published in 1914, this classic book explores the power of logical,...
John E. Kennedy (1864-1928) was a pioneering advertising copywriter whose groundbreaking ideas transformed the industry. A former Canadian Mountie turned ad man; Kennedy introduced the concept of "Reason Why Advertising"--the idea that every advertisement should provide a logical, compelling reason for the customer to buy. His belief that advertising should be "salesmanship on paper" challenged...
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