radio advertising

Reading List
For a historical perspective on the consumer direct channel, we recommend the following books:

Or Your Money Back, by Alvin Eicoff

Scientific Advertising and My Life in Advertising, by Claude Hopkins (The cover has a quote from David Ogilvy that says "Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It has changed the course of my life".

Being Direct, by Lester Wunderman

Salesman of the Century, by Ron Popeil

Television Secrets for Marketing Success, by Joseph Sugarman (and other books by Sugarman)

Words that Work by Frank Luntz

Made to Stick by Heath and Heath




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direct response