Fifty years back the most known American ad maker Россер Ривз (it exactly he thought of a slogan for M Ms : "Melt in to the mouth, but not in hands") wrote a book "Reality in an advertisement", at that time literally blowing up a market.Ривз was one of the most bright students of founder of advertisement business famous Claude Хопкинса and was the follower of "selling" style. He considered that there can be only one setting - increase at an advertisement sales. Neither loyalty, nor knowableness nor popularization of commodity, play a substantial role, when an aim is engaging in a consumption as possible greater number of people!In the book Ривз accented attention on that efficiency of advertisement (read: sales) is determined by a next factor: she must instantly take attention of potential client by means of one, but very strong suggestion that can not do competitors. Suggestion that will impel the recipient of advertisement to implementation of having a special purpose action. This idea and lay down in conception that Ривз named Unique Trade Suggestion (УТП).This book is short, but most effective guidance, such "Розеттский stone for advertisement business" is an irreplaceable manual for those, who is in advertising. Today she is a настольной book in many large corporations and anchorwomen world business-schools.

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