| Description |
xvii, 349 pages : illustrations ; 29 cm |
| Contents |
Ch. 1. Copywriting: An Exciting Blend of Creativity, Common Sense, and Hard Work -- Ch. 2. Who Can Say What "Copy" Is? There Is No One Answer -- Ch. 3. The Copywriter Is an Important Member of the Marketing Team -- Ch. 4. You're Saturated with Market Data. Time Now to Do Your Copy Planning -- Ch. 5. Advertising's Creative Duo - Art Director and Copywriter -- Ch. 6. Headlines: They Attract, They Inform, and They Sell. It's Vital to Write Good Ones (Part A) -- Ch. 7. Headlines: They Attract, They Inform, and They Sell. It's Vital to Write Good Ones (Part B) -- Ch. 8. Body Copy: Where Buyer Convincing Takes Place (Part A) -- Ch. 9. Body Copy: Where Buyer Convincing Takes Place (Part B) -- Ch. 10. Copywriting's Odd Jobs Are Interesting, Challenging, and Call for a Varied Background -- Ch. 11. If You Do Copy for Local Businesses, You're in Close Touch with Your Market -- Ch. 12. Toss Out the "Rules" When You Write Fashion Copy |
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Ch. 13. Direct Response: A Quick Test of Your Message's Effectiveness (Part A) -- Ch. 14. Direct Response: A Quick Test of Your Message's Effectiveness (Part B) -- Ch. 15. You Like Intimacy in Your Copy? Try Direct Mail -- Ch. 16. No-Nonsense Advertising for People Engaged in Professions, Business, and Agriculture (Part A) -- Ch. 17. No-Nonsense Advertising for People Engaged in Professions, Business, and Agriculture (Part B) -- Ch. 18. Like Short Copy? Try Outdoor and Transit Advertising -- Ch. 19. If You're There, So Is Radio Advertising -- Ch. 20. Television Advertising: It Gives You Full Scope for Creativity (Part A) -- Ch. 21. Television Advertising: It Gives You Full Scope for Creativity (Part B) -- Ch. 22. Research: It's the Copywriter's Friend -- Ch. 23. Legal and Ethical Aspects: You'd Better Know Them |
| Notes |
Includes index |
| Subject |
Advertising copy.
|
| LC no. |
96021090 |
| ISBN |
0844232068 |
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