Cover design for Reality in Advertising by Rosser Reeves
Reality in Advertising is a brief but effective guide and indispensable handbook for everyone in the advertising business. The author of the book who coined the famous M&M's slogan “Melts in your mouth, not in your hand” believes that advertising has one and only one purpose: to drive sales. Neither customer loyalty, nor brand recognition, nor popularity of the product play any role, and at the end of the day the most important thing is to get as many people involved in consumption as possible.
Explaining his hard-headed approach, Rosser Reeves demonstrates that advertising campaigns of many products are just money poured down the drain, critiques his colleagues who put art and execution of advertising above sales, the ultimate aim of the client, and explains many principles of advertising that sells. The book was first published in 1961 and became an advertising classic.