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Macgibbon & Kee, London - second impression, 1962. Hardcover, 20cms x 13cms, with dust jacket. Jacket is now grubby, with v short tears to edges. Previous owner's name to title page. Original bookseller's label to inside flap. VERY GOOD book in VERY GOOD unclipped dust jacket. Red cloth-bound boards with gold type to spine. Here is a provoking, aggressive guide to what has been called a "Rosetta Stone" for the advertising business, written by a former chairman of a major New York advertising company. It is a candid, thorough, hard-headed account of the basic principles of successful advertising. During the 1960s it was hailed as "the best book for professionals that has ever come out of Madison Avenue". Reeves has effectively distilled his long experience into certain key theories and techniques whose value has been proved in the market place. Include his central 'How an Advertiser creates a Unique Selling Proposition.'