This book offers clear, concise information to lead you through the
copy and layout process for advertisements in newspapers, consumer
magazines, direct response, outdoor, television, radio, and
interactive media. An essential resource for anyone in the field,
this book highlights the philosophies of advertising's great names
such as Bill Bernbach, Leo Burnett, David Ogilvy, Jack Trout, Rosser
Reeves, and others. This hands-on manual provides self-quizzes,
assignments, and cases to let you try your hand at solving actual
copy and layout problems. A comprehensive glossary rounds out the
volume.
Notes:
Includes index.
Pt. I. Creative Philosophies -- Pt. II. Copy. Ch. 1. Researching the
Ad. Ch. 2. Preparing to Write. Ch. 3. Writing the Ad. Ch. 4. The
Headline. Ch. 5. Copyediting. Ch. 6. Copyfitting -- Pt. III. Layout.
Ch. 7. Elements. Ch. 8. Materials. Ch. 9. Illustrations. Ch. 10.
Organization of the Ad. Ch. 11. Typography. Ch. 12. The Finished
Product -- Pt. IV. Print Media. Ch. 13. Newspapers. Ch. 14.
Classified. Ch. 15. Consumer Magazines. Ch. 16. Business
Publications. Ch. 17. Direct Mail. Ch. 18. Out-of-Home Media. Ch. 19.
Promotional Products/Specialty Advertising. Ch. 20. Yellow Pages
Advertising -- Pt. V. Broadcast and Interactive Media. Ch. 21. Radio.
Ch. 22. Television. Ch. 23. Internet Advertising -- Pt. VI.
Conclusion.
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