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Crain Books, Chicago, 1977. hardcover with dust jacket. VERY GOOD book in VERY GOOD unclipped dust jacket. John Caples began his advertising career in 1925, and has been an articulate crusader for the scientific approach to advertising communication for the following fifty years. He is a man from whom a great many people, including David Ogilvy, have "learned much." He is a superb copywriter, and an astute copy tester.