Breakthrough Advertising pdf

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Breakthrough Advertising pdf

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Name:Breakthrough Advertising pdf

Total Size: 1.16 MB

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Last Updated: 2011-01-07 21:39:07 (Update Now)

Torrent added: 2009-08-20 19:36:11

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Breakthrough_Advertising.pdf (Size: 1.16 MB) (Files: 1)


1.16 MB

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The greatest book ever written on direct marketing and advertising has just been re-published by Boardroom Inc., the direct mail publishing giant whose famous ads start out: What never to eat on an airplane...

Boardroom last published this sought-after, how-to classic in 1984. Why a new edition? Martin Edelston, Boardroom's CEO, says "The book was recently selling on-line for $900 (used), so we felt that we had to re-issue it. After all, we built a wonderful business based on Gene's wisdom and others could, too. The late Gene Schwartz used to marvel that people came to him regularly, to say they directly credited this book with their making millions of dollars. That's when Gene realized his book was about much more than just advertising. He said, There is a way to develop an entirely new market for a new or an old product. That way involves a certain number of clearly defined steps. And in this book, Gene shows you every single one of those steps. Put simply, Gene Schwartz's masterpiece addresses the universal problem of all copywriting: How to write a headline then the ad that follows it. Aim: To open up an entirely new market for the product. And several generations of copywriters agree. Breakthrough Advertising, Gene said, Is not about building better mousetraps. It is, however, about building larger mice and then building a terrifying fear of them in your customers. It's about helping to shape the largest and strongest market possible, and then intensifying that market's reaction to its basic need or problem, and to the exclusive solution you have to offer it.

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