Tested Advertising Methods

ISBN-10: 0130957011
ISBN-13: 9780130957016
Edition: 5th 1998 (Revised)
Authors: John Caples, Hahn
List price: $15.95
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Description: This update of a classic work on how to create successful advertising features new coverage on small businesses with limited revenues, as well as timeless techniques of headlines, illustrations and layouts that get attention and results.

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Book details

List price: $15.95
Edition: 5th
Copyright year: 1998
Publisher: Benjamin-Cummings Publishing Company
Publication date: 6/15/1998
Binding: Paperback
Pages: 320
Size: 8.75" wide x 6.00" long x 0.75" tall
Weight: 1.320
Language: English

This update of a classic work on how to create successful advertising features new coverage on small businesses with limited revenues, as well as timeless techniques of headlines, illustrations and layouts that get attention and results.

Illustrations
Preface
Foreword to the Fourth Edition
Introduction to the Fifth Edition
Acknowledgments
The New Advertising Strategy
The Most Important Part of an Advertisement
Headlines That Attract the Most Readers
Right and Wrong Methods of Writing Headlines
Thirty-Five Proven Formulas for Writing Headlines and Direct Mail Teasers
Finding the Right Appeal
Tested Advertising Versus Untested Advertising
How to Put Enthusiasm into Advertising Copy
How to Write the First Paragraph
Right and Wrong Methods of Writing Copy
Twenty Ways to Increase Selling: Power of Copy
How to Avoid Special Problems in Copywriting
Thirty-Two Ways to Get More Inquiries from Your Advertising
How to Appeal to a Mass-Market Audience
Layouts and Illustrations That Attract the Most Readers
How to Make Small Ads Pay
Ten Brain Teasers
Seventeen Ways to Test Your Advertising
Index

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