Dien -

> I didn't know the answer off-hand, but I
> knew I could find it in John Caples
> "Tested Advertising Methods"....

Yes. I knew it was in there. I thought about eliminating this book as well but that wouldn't have been fair. *g* The whole point of the question was to get folks to take up the challenge and I knew you'd be equal to the task.

> The ad was written by Max Sackheim, I think
> for a correspondence course to help improve
> your English. And guess what?

> This ad ran for 40 years !

Correct on all counts.

> I don't have Max Sackheim's book, but
> apparently he discusses this ad in detail in
> his book My First Sixty Years in
> Advertising .

I don't either. This is one I want to ad to marketing library. (Gordon told me I had so much stuff I should start a lending library with it. *g*)

> Rick, thanks for bringing up this ad.... I
> really enjoy discussing successful ads. It's
> a fascinating topic!

I enjoy discussing successful ads as well. Yes it is quite fascinating. Caples does a great job of dissecting ads in the book you mentioned.

> It's an ART because there IS a certain
> "artistry" to writing an ad.... It
> is a creative piece of work. But,

> On the other hand, it is also a SCIENCE,
> since it is an attempt to influence someone
> using PSYCHOLOGY. I think it probably falls
> under the area of science called
> "social psychology." I've been
> starting to delve into this area lately....

I agree on both counts.

> Learning about this is fun, profitable, and
> also intellectually stimulating too! :)

It certainly is. I'm convinced that my study of the masters, old and new has helped me achieve whatever small success in marketing I've achieved. And I plan to continue to do the same.

Rick Smith, "The Net Guerrilla"


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