Advertising Copywriting

ISBN-10: 0844232068

ISBN-13: 9780844232065

Edition: 7th 1999 (Revised)

Authors: Philip W. Burton

List price: $44.95
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Description:

From low-budget local campaigns to big-budget national television spots. Advertising Copywriting provides practical, straightforward instruction for writing successful copy. Students learn how to apply pre-tested principles to create attention getting headlines and sales generating copy.
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Book details

List price: $44.95
Edition: 7th
Copyright year: 1999
Publisher: McGraw-Hill/Contemporary
Binding: Hardcover
Pages: 400
Size: 8.75" wide x 11.75" long x 1.00" tall
Weight: 2.838
Language: English

Copywriting: An Exciting Blend of Creativity, Common Sense, and Hard Work
Who Can Say What "Copy" Is? There Is No One Answer
The Copywriter Is an Important Member of the Marketing Team
You're Saturated with Market Data, Time No to Do Your Copy Planning
Advertising's Creative Duo ndash; Art Director and Copywriter
Headlines: They Attract, They Inform, and They Sell
It's Vital to write Good Ones (Part A)
Headlines (Part B)
Body Copy: Where Buyer Convincing Takes Place (Part A)
Body Copy (Part B)
Copywriting's Odd Jobs Are Interesting, Challenging and Call for a Varied Background
If You Do Copy for Local Businesses, You're in Close Touch with Your Market
Toss Out the "Rules" When You Write Fashion Copy
Direct Response: A Quick Test of Your Message's Effectiveness (Part A)
Direct Response (Part B)
You Like Intimacy in Your Copy? Try Direct Mail
No-Nonsense Advertising for People Engaged in Professions, Business, and Agriculture (Part A)
Non-Nonsense Advertising (Part B)
Like Short Copy? Try Outdoor and Transit Advertising
If You're There, So Is Radio Advertising
Television Advertising: It Gives You Full Scope for Creativity (Part A)
Television Advertising (Part B)
Research: The Copywriter's Friend
Legal and Ethical Aspects: You'd Better Know Them
Table of Contents provided by Publisher. All Rights Reserved.
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