Based on the idea that an advertisement is an instrument of commerce and as such must conform to the dictates of the market place, this book is an attempt to define some theories and principles about the uses of advertising. The author discusses what types of advertising best deliver the message; the value of the verbal approach (insistence on the uniqueness of the product) over the non-verbal (or brand image); the ""dangers"" of originality in advertising; and the importance of motivational research -- to which he does not altogether subscribe. He warns against judging the advertising campaign solely by the sales, changing the copy too often, and distracting attention from the product in the actual advertising. Reeves' point of view is that ad men are not hidden persuaders or waste makers and that if the product does not serve some existing purpose the advertising will ultimately fail. His book is addressed to advertising people and the businessman. Given his premises, his book is a straightforward, clearly written manual.