| Description |
xviii, 227 pages ; 22 cm |
| Contents |
Ch. 1. Get attention -- Ch. 2. Show people an advantage -- Ch. 3. Prove it -- Ch. 4. Persuade people to grasp this advantage -- Ch. 5. Ask for action -- Ch. 6. How long should the copy be? -- Ch. 7. How to get more inquiries -- Ch. 8. How to size an advertisement -- Ch. 9. Do copy appeals have a sex? -- Ch. 10. Facts or fancies - which shall you feature? -- Ch. 11. Fourteen interesting and instructive split-run tests -- Ch. 12. "Cumulative effect" - A common alibi for poor advertising -- Ch. 13. The hard-boiled attitude - and how to acquire it -- Ch. 14. Random observations |
| Summary |
"In How to Write A Good Advertisement, you'll find concise, specific and tested information on every phase of copywriting, including: 100 good headlines and why they were profitable; what the illustration should and should not do; 22 ways to hold the reader longer; how to use the "lowly subhead"; 14 instructive split-run tests; how to get more or fewer inquiries - and much, much more." -book jacket |
| Subject |
Advertising copy.
|
| LC no. |
61010843 |
|
