TABLE OF CONTENTS
DEDICATION
PREFACE
PART 1
GENERAL GUIDELINES FOR GREAT COPYWRITING
CHAPTER 1
The Basic Guidelines
CHAPTER 2
How To Position And Build Brands
CHAPTER 3
How To Create Great Slogans
CHAPTER 4
How To Create A Great Campaign Or Homepage
PART 2
HOW TO WRITE GREAT COPY FOR TRADITIONAL MEDIA
CHAPTER 5
Television Commercials
CHAPTER 6
Radio Commercials And Jingles
CHAPTER 7
Print Advertising
CHAPTER 8
Short Spots, Small-Space Advertisements And Labels
CHAPTER 9
More About How To Begin, Develop, And Conclude Commercials And Print Ads
PART 3
HOW TO WRITE GREAT COPY FOR DIGITAL MEDIA
CHAPTER 10
Introduction
CHAPTER 11
Websites & Landing Pages
CHAPTER 12
Google Ads, Facebook Ads, And Other Digital Ads
CHAPTER 13
Social Selling
CHAPTER 14
Email Copywriting
PART 4
ADVANCED GUIDELINES FOR GREAT COPYWRITING
CHAPTER 15
The Unique Language Of Advertising
CHAPTER 16
How To Discover The Right, Bright Words and Visuals
CHAPTER 17
A Potpourri Of Insights
CHAPTER 18
How To Shift An Entire Market Toward Your Brand
CHAPTER 19
Specific Categories of Advertising
CHAPTER 20
Getting the Production Right
PART 5
THE CREATIVE EXPLORATORY AND SOLVING TOUGH CREATIVE PROBLEMS
CHAPTER 21
The Creative Exploratory And Solving Tough Creative Problems
CHAPTER 22
More On Solving Tough Creative Problems
CHAPTER 23
Presenting Creative Work
PART 6
WHAT YOU SHOULD KNOW ABOUT TESTING AND MEDIA
CHAPTER 24
Advertising Testing
CHAPTER 25
The Right Media
PART 7
LANDMARK BOOKS, THE CREATIVE REVOLUION, CAREER ADVICE, AND PERSPECTIVES
CHAPTER 26
A Brief Review Of Landmark Advertising Books
CHAPTER 27
Why The Creative Revolution Fell Short
CHAPTER 28
Career Advice
CHAPTER 29
Perspectives on Advertising
PART 8
NEW PRODUCT DEVELOPMENT
CHAPTER 30
Concept Development, Product Ideation, And Name Development
CONCLUSION
ABOUT THE AUTHOR
APPENDIX
EXAMPLE OF A CREATIVE BRIEF
