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Here's everything you need to master the art of writing powerful, sales-clinching copy and stay ahead of the competition. From low-budget local advertising to big-budget national television spots, this premier resource presents the basics of writing for every advertising medium. Packed with unique tips, Advertising Copywriting: -- Explains how to create headlines that sell-- Provides advertising production information-- Introduces the research methods used to evaluate copy-- Summarizes the advertising laws that affect the copywriter

Tabla de contenidos provista por Syndetics

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