If you follow the advice I have given you, you will do your homework, avoid committees, learn from research, watch what the direct-response advertisers do, and stay away from irrelevant sex. In later chapters I will uncork some of the things I have learned about producing print advertisements which make the cash register ring. After that, television. 1 Tested Advertising Methods by John Caples. Prentice-Hall, 1975 2 Attention and Interest Factors in Advertising by H. Rudolph. Funk & Wagnall, 1947 3 Reality in Advertising, by R. Reeves. Alfred A. Knopf, Inc., 1961