Advertising, copywriting and persuasion

Advertising as a measurable discipline: test every element against response.

How to win and keep agency clients and write advertising that sells.

Rules for advertising that sells, drawn from direct-response testing.

How media from the penny press to social media capture attention and resell it.

How 1950s advertisers used psychological research to sway buyers.

How direct marketing was invented, from the Columbia Record Club to American Express.

Great marketers tell a story buyers want to believe, not a list of features.

Six traits of memorable ideas, from simple and unexpected to emotional stories.

IPA data on the split between brand-building and activation spend.

One agency account, followed in forensic detail.

How drug makers became marketing machines, from Risperdal to off-label promotion.

What advertising agencies sell, and the theories of how ads work they sell it with.

The case that programmatic advertising is a mispriced market.

An adman's anecdotes of his successes and failures, from inventing test campaigns on.

A copywriter's memoir bound with his primer on advertising, Scientific Advertising.

A marketing adviser's ideas for growing a business or a career.

How to reposition a business, practice or sales career to sell to affluent customers.

David Ogilvy's life and the making of his famous advertising campaigns.

How to build trust with wary customers and turn it into business and profit.

Letters from prison to a teenage son on direct-mail copywriting and living well.

How the advertising business is being upended, told from its most powerful rooms.

US subtitle differs