Write Great Advertisements
A Step-by-step Approach
Published on 23. February 1990
Book
Hardback
190 pages
978-0-471-52418-2 (ISBN)
Description
This practical guide explodes the myth that copywriting is the exclusive domain of the talented few. The author (whose clients include AT&T and Manufacturer's Hanover) demystifies copywriting by transforming it into a straightforward process, breaking down advertising writing into a series of simple steps that anyone can use to create effective print ads, direct mail packages, and radio and television commercials.
More details
Language
English
Place of publication
New York
United States
Publishing group
John Wiley and Sons Ltd
Target group
College/higher education
Professional and scholarly
Illustrations
Ill.
Dimensions
Height: 58 mm
Width: 38 mm
Weight
454 gr
ISBN-13
978-0-471-52418-2 (9780471524182)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
Take Advertising One Step at a Time; Beat the Maybe I'm Not Creative Enough'' Blues; Homework, Legwork, and Research: How to Avoid Copy That Doesn't Sell; I've Got this Ad to Write--Now What?; Develop a Concept; Feature Creature Versus Benefits Champ; The Anatomy of an Ad; Create the Headline; Billbroad Writing: Copywriting at 55 Miles per Hour; Subheads--The Underrated Secondary Headline; Sexy Body Copy; Accentuate the Positive; Closing Arguments/Call to Action; Showtime!; Putting It All Together and Write Your First Ad; Gear Up to Write a Longer Ad; Now, Tackle a Brochure; Take the Direct Approach with Direct Mail; Lights!; Camera!; TV!; Tuning in for Radio; Clear Your Voice.'' Some Great Consumer Advertising; Some Great Business-to-Business Advertising; Some Great Fund-Raising Advertising; Some Great Financial Advertising; Some Great Health Care Advertising; Some Great Retail Advertising; Some Great Subscription Advertising; If You Want to Write Advertising All Day...And Sometimes All Night: Thoughts on Becoming an Advertising Copywriter; Glossary of Advertising Terms; Bibliography; Index.