Reality in Advertising

Fifty years ago, the famous American advertising executive Rosser Reeves (the one who created the slogan for M&Ms: "Melts in your mouth, not in your hands") wrote a book called "Reality in Advertising," which literally shook the market at that time.
Reeves was one of the brightest students of the founder of advertising, the renowned Claude Hopkins, and was an advocate of the "selling" style. He believed that advertising could only have one purpose - to increase sales. Neither loyalty, nor recognition, nor popularization of the product plays a significant role when the goal is to engage as many people as possible in consumption!
In his book, Reeves emphasized that the effectiveness of advertising (read: sales) is determined by the following factor: it must instantly capture the attention of the potential customer with one, but very strong offer, which competitors cannot make. An offer that will prompt the recipient of the advertisement to take the desired action. This idea laid the foundation for the concept that Reeves called Unique Selling Proposition (USP).
This book is a brief, yet extremely effective guide, a kind of "Rosetta Stone for the advertising business" - an indispensable manual for those working in advertising. Today, it is a staple in many large corporations and leading business schools around the world.