The Easy Step by Step Guide to Writing Advertising Copy

About the author Introduction How to use this guide What you will learn from this guide. Chapter 1 Communications basics Good communication is. Identifying your target audience What do you want to communicate? What do you want your audience to do? Accountability Kipling's honest serving men Language In summary. Chapter 2 Advertising processes Print advertising The process of an advert The advertising brief Example brief Legal matters British Code of Advertising Practice Media buying Mailiing lists Briefing the designer In summary. Chapter 3 Writing press adverts The AIDA principle Headlines Body copy Putting it all together Example advert Flashes Incentives Straplines/slogans Reply coupons Telephone response In summary. Chapter 4 Brochures and flyers Formats Get the brief right! Example brochure brief Example flyer brief Headlines Body copy Illustrations Example flyer In summary. Chapter 5 Corporate brochures Get the brief right! Example brief The brochure structure Illustrations Example introduction In summary. Chapter 6 Advertorials Get the brief right! Headlines Body copy Cast studies/testimonials In summary. Chapter 7 Direct mail More in control Get the brief right! The envlelope The letter Incentives Example mailshot In summary. Chapter 8 Accountability Measuring the success of your campaign Cost per enquiry Cost per sale Need for both measures Evaluation between media Evaluation between adverts When things go wrong In summary. Glossary. Useful Addresses