A legendary advertising man distills thirty years of experience in this candid and incisive book, now considered to be advertising's greatest classic. Rosser Reeves was the Chairman of the Ted Bates Advertising Agency and probably New York's most influential and famous advertising figure during the height of the Mad Men era of the 1950's and 60's. In this book, he unveils the Unique Selling Proposition--U.S.P.-- the most incisive and enduring advertising principle of all times. Reeves and his agency are the ones who gave us household name taglines like M&M's "Melts in your mouth, not in your hand," "Rolaids spells Relief" and dozens of others.