Tested Advertising Methods (5th Edition)
by John Caples (revised by Fred E. Hahn) · Prentice Hall
John Caples's record of decades of split-run and coupon-keyed ad tests. It catalogues headline types that measurably out-pulled others, how to write copy and appeals, and how to set up tests to compare ad versions. Empirical backbone for headline writing, based on tested response rates. Revised by Fred Hahn.
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